common: diesel block party x paris

Proof once again that, when used properly, Hip-Hop can be a powerful vehicle of human passion and many other positive things.

DIESEL decided to do things in style for the launch of their new men’s perfume “Only the Brave”.

The brand had the famous rapper Common take part in their publicity campaign but he was also in Paris on 15 May for the Diesel Block Party. This Block Party was a free event where French Nusoul and Hip-Hop artist such as Anthony Joseph, David Walters, Sly Johnson, Sir Samuel, DJ Taishi, etc. were featured alongside the American artist. The Diesel Block Party took place on 15 May at 6.30 pm at Place de la Bataille de Stalingrad in Paris’ 19th arrondissement.

BKRW sent HUGUES LAWSON on site for an exclusive insider report.

Let’s go back to this new fragrance. Called “Only the Brave” a reference to the brand created by Renzo Rosso which very recently acquired Viktor & Rolf or Maison Martin Margiela and comes in a bottle shaped like the designer’s very own! “ONLY THE BRAVE” was created in collaboration with the L’Oréal group which the Italian designer convinced to organize a very urban launch party in order to stick to the perfume’s image. Finally both companies agreed to organise an event inspired by the famous Brooklyn block parties (birthplace of Hip-Hop). Block Party is also a more interesting way in terms of culture and marketing of saying “free concert open to all”. Because it was not a real block party for sure. But some kind of the atmosphere of one was around there.

And the choice of the venue for once, was on point: the place STALINGRAD was the birthplace of Hip-Hop in France with its notorious waste ground which saw most of French hip-hop pioneers grow. Unfortunately, nowadays the square’s only claim to fame being the drug dealers and junkies which haunt it. A rather inspired choice of venue which attracted all those who like to live a little dangerously. Once more a perfect example of how legitimacy and a good use of cultural references are vital in communicating a message efficiently.

Despite the rather negative aura surrounding STALINGRAD and the extremely limited viral campaign which aimed at restricting the amount of people attending the event, the Block Party was a very special moment. Firstly because people came to share a good moment, no showboating and no show-offs. Secondly, DIESEL also played it simple and subtle by displaying only very little DIESEL and ONLY THE BRAVE banners, the real star of the event was the music and not the perfume. The smiling faces, the commitment demonstrated by the artists and their energy on stage created a positive energy which is often lacking in the usual hip-hop events. The cultural and social melting pot was also a very important factor. As it was back in the days, there weren’t only urban culture fans in the attendance. The crowd was massive mix and match united by a perfume, jeans and the love of music. While were talking about community let’s get around to COMMON who put on an incredible show. American professionalism once again proved its efficiency as the rapper/actor rocked and seduced the Parisian crowd.

Proof once again that, when used properly, Hip-Hop can be a powerful vehicle of human passion and many other positive things.

Images HUGUES LAWSON

Translation Sebastien DE TURENNES