Diesel Campaign: #NonStopBeDiesel

If there is one thing that defines the universal way of dressing, it is a pair of jeans; that is why it will be used as a symbol of inclusion capable of moving masses around a social action.

The #NonStopBeDiesel campaign will include a collection of jeans with integrated technology that will sync with an app. The steps taken while wearing these garments will be converted into centimetres of fabric to create other pairs of jeans and donate them to vulnerable communities.

The counter of accumulated centimetres will be displayed on digital channels and outdoor media to mobilise more people. Influencers and personalities whom we would never have imagined wearing jeans in unexpected and irreverent contexts will also join this campaign.

And it is not out of rebellion, it is because all of us, regardless of who we are, our race or our beliefs, want to wear an icon that unites us to show that, simply through a pair of Diesel jeans, we can mobilise ourselves to express that helping is as easy as walking.