For the GenZ target audience, communicate the new Dsquared2 denim collection shot by the legendary Steven Klein, American photographer and director famous for his subversive style of depicting the body, and for his artistic partnership with Madonna and Lady Gaga.
Set up a wild posting campaign in which the provocatively cool images could reach the target in a disruptive way, placing hundreds of posters near universities, districts and meeting places frequented by young people. The campaign, which portrayed virile models photographed in super sexy poses in the shower, had brothers Dean’s and Dan’s typically irreverent attitude, condensed into a visual language that would succeed in involving the new generations as well.