Diesel
Turning risk and rebellion into brand energy.
Client
Diesel Benelux (BLX)
Agency
INK Amsterdam
Role
Project Manager
Event Strategist
Amid the “Denim Crisis”, Diesel Benelux set out to reignite its relevance and reconnect with its core audience. Together with the Diesel BLX team, I co-developed and produced a bold Diesel Island-style pool party a one-night brand activation at Mirandabad, Amsterdam’s iconic wave pool.
The event transformed the venue into an independent “island nation” for 1,000 influencers, partners, and tastemakers. In collaboration with Bacardi, Heineken, and the City of Amsterdam, we created a high-risk, high-reward experience: a three-metre-deep pool, free drinks, and six hours of non-stop music executed under tight creative and safety controls.
The result was a viral hit, earning national media coverage and record engagement. Diesel rose to #1 in Benelux sales that year proof that bold ideas, when precisely executed, can reshape both perception and performance.
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Key Highlights:
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Co-developed and produced Diesel’s Diesel Island pool-party activation for 1,000 influencers.
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Managed creative concept, risk assessment, stakeholder coordination, and full production.
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Delivered a high-impact brand experience with viral reach and national media coverage.
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Contributed to Diesel BLX achieving #1 regional sales a benchmark activation for the brand.
