Diesel launches campaign for ‘chair executive officer’

Fashion brand Diesel has launched a tongue-in-cheek campaign fronted by its founder Renzo Rosso, seeking a candidate to fill the position of 'chair executive officer’, following the resignation of chief executive officer Alessandro Bogliolo over the summer.

The Italian brand launched the campaign via its Facebook and states it is looking for someone who has “amazing sitting skills”.

“Our chief executive officer has left, leaving an empty space in our hearts, but most importantly, an empty chair,” Rosso tells viewers in the video while a violin plays. “So I’m looking for a new CEO – chair executive officer.”

Rosso then goes on to ask: “What do you think you need to become one, an MBA degree, yeah, maybe.

“But as many of you want to sit in an important chair, first of all, you have to be good at sitting.”

The social-media driven campaign is calling on applicants to showcase their sitting skills with a gif or video uploaded to the Diesel Facebook page to be in with the chance of spending a week in the retailer’s head office in Italy and sitting “like a boss”.

Image: via Diesel Facebook


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