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.
I still own this - I used to read it over and over and get my full fucking life.
ICONIC. I saved as many of these as I could find and might still have some in my closet, along with some other amazing Diesel campaigns.