In 2016, Diesel parfums launched Bad, a new franchise aimed at capturing a new target market: men between the ages of 20 and 30. This time, it is through the "bad guy", a master of seduction, that the brand wishes to express itself. And, from our observations, what better way to seduce than through light humour?

We therefore created The Bad Guide, the first illustrated seduction guide for young men who would like to emulate our seasoned seducer... but without taking themselves too seriously. More than 40 contextualized tips (flirting in restaurants, the cinema, etc.) were published on social networks and on media displays - notably on Tinder - as well as on a dedicated website.

This campaign, which included a dedicated website, over 50 content pieces for social networks, and displays (online and outdoor), confirmed the appeal of the unique and daring Bad fragrance to the new generation, the primary target.