models lounge

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NEW YEAR POST

THE DAILY AFRICAN:

In 2001 Diesel launched a $15 million print campaign featuring a fictitious newspaper, The Daily African. Black models in Diesel jeans lounged in limos or lay across mahogany desks under headlines imagining Africa’s supremacy as a world power (“African Expedition to Explore Unknown Europe by Foot”).

It won that year’s Grand Prix at the International Advertising Festival in Cannes.