skills/creative-director/references/legendary-campaigns/cards/diesel-go-with-the-flaw-2017.md

---
id: diesel-go-with-the-flaw-2017
title: "Go With the Flaw"
brand: Diesel
agency: unknown
year: 2017
country: IT
region: europe
industry: fashion_luxury
pattern: [P16, P03]
category: film
idea_type: campaign
involvement: passive_view
channel: digital
duration: campaign
goal: [awareness, advocacy]
budget: high
emotion: [defiant, proud, ironic_sincerity]
emotion_tier: 3
insight_domain: identity
media_epoch: social
awards: [unknown]
quality_score: 7
scalability: universal
risk: edgy
confidence: high
quality: full
source_url: https://vimeo.com/232339739
---

# Go With the Flaw (Diesel · 2017)

## Insight
The fashion industry obsessively corrects, smooths, and perfects. Diesel's brand position — rebellious, anti-establishment — demands the opposite: celebrate the flaws, the mistakes, the imperfections that make individuals irreplaceable. The flaw is the proof of authenticity.

## Mechanic
A campaign and film celebrating human imperfection — physical, social, behavioural — as expressions of authentic identity rather than failures to be corrected. The tone is celebratory and defiant, not sentimental.

## Why it worked
P03 (behavior inversion): in a category that sells aspiration and correction, Diesel sells the opposite — the flaw as feature. P16 gives the film enough time to make the argument with specificity. The campaign is a direct expression of Diesel's anti-fashion fashion positioning: the brand that built its identity on deliberately wrong choices (the "misspelled" logo, the countercultural casting) has authentic standing to celebrate imperfection.

## Steal
If your brand was built on doing something the category said you shouldn't, that founding act of "wrongness" is your permanent differentiator. Every subsequent campaign should be a new manifestation of the same original refusal to conform.

## Related
- Pattern: [[../MOC-pattern.md#p16]]
- Sibling: [[apple-1984-1984.md|1984]]
- Sibling: [[apple-think-different-1997.md|Think Different]]
- Emotion match: [[absolut-absolut-campaign-1981.md|Absolut _____]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*