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Vulcano x Diadora Utility

communication campaignvideo & film making

Diadora Utility

    Communication Campaign

Jan 2023

ABOUT THE PROJECTDiadora Utility, the well-know Italian brand renowned for its attention to design and innovation in the utility world, needed to launch in the European market their latest product: Shark. A safety shoe with an incredibly innovative cushioning technology – called Stable Impact System – providing outstanding cushioning performance and comfort, regardless of force exerted.

In order to develop the advertising campaign, we elaborated a creative concept based on the imagery of the shark and its breaching behaviour. In fact, sharks are literally able to fly, with unpredictable and spectacular breach.

From this original insight – little known and therefore all the more interesting – we created the storytelling of the cushioning, when the shark collides with the water in a great impact and it becomes a safety shoe.

The protagonist of the campaign was our character Sharky, who accompanied us on all materials, representing the soul of the safety shoe. A shoe that is frighteningly cushioning – as you’d expect from a product called Shark.


We entertained clients with TV commercial, social campaign, radio, OOH, DOOH and digital assets, bringing the new Diadora Utility Shark to the attention of Italian, Spanish, French, German and British markets.

mobile phone
mobile phone
mobile phone
Digital OOH Campaign - Italy