DIESEL | FRANCESCA | 2020
She took off the denim and put on a habit / DIESEL "FRANCESCA"
This film, released for Pride Month 2020, has you watching what looks like a transgender story—until the very end, when it pulls the rug out from under you. She takes off her DIESEL denim and puts on a nun's habit.
The problem
DIESEL has long been a brand built on provocative advertising under the banner "For Successful Living." In 2020, it teamed up with the inclusion organization Diversity and reached into two themes not normally thought to overlap: being transgender and being a person of faith.
The insight
Being transgender and being a devout believer are not contradictions. That's the whole point this campaign is built on.
The idea
The lead, Francesca, is played by model and activist Harlow Monroe, who is herself transgender and a person of faith. The film follows her daily life in a documentary style—hormone treatments, laser hair removal, a hand writing "female" on a form, dancing on a bed—while a cross keeps quietly appearing throughout. Then, in the final scene, she takes off her denim in a convent and puts on a nun's habit. It's the moment her "other dream" is revealed. The director is François Rousselet.
What happened
The campaign won a Silver Lion in Film at Cannes Lions 2021, a Yellow Pencil at D&AD, and an award at the Clio Awards as well.
Afterthought
Harlow Monroe said she connected with Francesca because, like her, Francesca was a person of faith. DIESEL founder Renzo Rosso said, "Individuality, pride, and the courage to live as yourself—that's the ultimate success." Faith and identity don't have to be at odds. This film shows that in under two minutes.
Awards
- Cannes Lions Gold 2020
