Rallying youth against extreme poverty

Client: Diesel
Campaign: Only The Brave Need Apply

Challenge

Diesel founder Renzo Rosso wanted to create a movement that would empower young people and give them the tools to help end extreme poverty in Africa and around the world. The Only The Brave Foundation was born – we needed to find a way to engage the world’s youth.

Insight

Young people are idealists – but they want something to rally against. We created a manifesto against the establishment, a manifesto for a new way of changing the world for the better. Then we threw down a simple challenge:

Idea

Only The Brave Need Apply

Results

The campaign has only recently launched on You Tube and through Diesel’s social media channels. We’ll keep you posted with how we get on.