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Metro was briefed to help Diesel launch a new underwear collection by focusing on style conscious shoppers across Europe.


To reflect the cool, trendy, urban branding for which Diesel is well known, Metro’s in-house design team created a luxurious glossy cover wrap. The wrap was produced on a limited run in each city, which included: Stockholm, Milan, Copenhagen, Paris and Amsterdam. To ensure that only fashion conscious urbanites got their hands on this limited edition cover wrap, Metro assigned hand distributors to designated locations. Fashionable shopping districts and popular hangouts became key target areas for this special operation.


A hard-to-reach audience was accessed via a targeted campaign that ensured the core brand values of Diesel were maintained.