As DSquared2 emerged from underground status to a major brand in 2003, Rosso was credited to be one of its key factors to success[1] and in 2009, British daily newspaper The Times credited Rosso for making it a globally recognized brand. In 1996 ontvingen Renzo Rosso en Diesel de 'Premio Risultati' uitreiking van het prestigieuze Bocconi Instituut in Milaan, deze beloning werd gegeven omdat Diesel het 'Beste Italiaanse bedrijf van het jaar' zou zijn. This was a result of Rosso's ambition to always break new grounds[14] and his aspiration to work with most creative agencies and photographers around, including David LaChapelle, Terry Richardson, Ellen von Unwerth, Rankin,[15] and Erwin Olaf. Gestalten Verlag; 2005. Produced together with pioneering Italian manufacturers Moroso, Foscarini and Zucchi,[32] For Successful Living from Diesel was credited by Wallpaper magazine for its style and comfort when it premiered at Salone del Mobile in April 2009. Despite the worst stock market crash since the 2008 financial crisis, the 20 richest Americans are worth nearly $1 trillion combined. WWD credited the deal to further help Marni's international expansion, while Reuters reported it being "a rare case in a luxury industry where most deals are made in France and Asia", that "confirms Rosso as a dynamic fashion entrepreneur in Italy." In 2020, Forbes listed him as the 19th richest man in Italy (with estimated assets worth $4.2 billion). [139], In June 2008, Rosso donated 2,000,000 HKD ($250,000) to the Special Relief Fund for Children Affected by the 2008 Sichuan earthquake, established by UNICEF to help children affected by the tremor in southwest China on 12 May. [86] In an interview with Suzy Menkes in 2005, Rosso explained the success as the result of a new management structure within the company, which Rosso had initiated to give Martin Margiela more freedom and time for creativity. [38] The campaign became a huge success, and reached over 100,000 views daily while it was live. [91] Following the deal, Rolf Snoeren, of Viktor & Rolf said to The New York Times "We have high ambitions. [120][121], In 2009, Rosso, together with Millennium Promise, started supporting the development of the Only The Brave Millennium Village, in Dioro, Mali. The cleaning will be preceded by a careful analysis of the bridge, which will include study of the foundations by scuba divers. Browse the complete collection of pictures, drawings and design portfolio. [88] In 2010, Viktor Horsting and Rolf Snoeren of Viktor & Rolf said "Rosso is unique, a businessman who is also creative and would not interfere with our aesthetic and quality-control. THE BEST WAY TO FORECAST THE FUTURE IS TO INVENT IT. Rosso picked the name "Diesel" for his company as a nod to the oil crises after the 1973 Arab-Israeli War. Liity Facebookiin ja pidä yhteyttä käyttäjän Renzo Rosso ja muiden tuttujesi kanssa. "[91], Rosso's ability to do the unexpected is evident in the history of Viktor & Rolf as well, who have been described as the fashion industry's most 'unpredictable showmen'. [16], In 1995, Diesel became the first major fashion brand to embrace the Internet with the launch of www.diesel.com,[14] which two years later was followed by the first online store of any fashion brand. Several years later the hotel was listed by British daily newspaper The Independent as one of the world's "best fashion hotels". Renzo Rosso. [60] Through its 10-year history, the Diesel:U:Music winners included Diplo, Mylo, DJ Yoda and The Cool Kids. [74] In May 2020, the group consists of Diesel, Maison Margiela, Marni, Amiri, Viktor & Rolf, Staff International and Brave Kid, the two latter being the manufacturers and distributors for a number of other fashion labels. 2017, 09:12 am superbhub. Winning artworks were selected by an independent jury, and displayed on the walls for a longer period of time throughout the year. Find out all projects and works of Renzo Rosso on Archilovers. The employee was said to work for Diesel Intimate, as the campaign was in fact the launch for the brand's new line of intimate and beachwear. The latter publication includes contributions from the Dalai Lama, Vivienne Westwood, Paul Smith, Alexander McQueen, Maison Margiela, Bono, Vincent Gallo, Naomi Campbell, Terry Jones, Kevin Roberts, Peter Saville, Dazed & Confused, Numéro and Vogue. [128] At launch, Rosso said the aim was to fund "700–800 projects with €5,000–50,000 each" RB then Rosso began to make investments through his private investment company, Red Circle. Published in English, Italian, German, Japanese and Korean, 'Be Stupid: For Successful Living' is a manual of practical and theoretical business advice that draws on his experience as a creative entrepreneur, where he explains how the courage to make brave decisions and the ability to see things for how they could be has helped him build a successful company. Further on, Rosso explained that Martin Margiela himself was always fully independent. [15] This resulted in a massive event that took place across 17 major cities around the world during 24 hours. [97] In a famous interview with Women's Wear Daily, Rosso once said "I don't believe in the concept of new. The restoration was expected to take 18 months, once the preliminary research was carried out, and finished in 2019. In October 2000, Rosso purchased Staff International,[76] an Italian fashion manufacturing and distributing company that licensed brands such as Vivienne Westwood and Maison Margiela. Hot Chip. Home to Silicon Valley, it’s no wonder California has so many of the world’s richest. The well-known and talented Italian fashion entrepreneur, Renzo Rosso is known best for his fashion company Diesel. 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[48], Throughout the 2000s Rosso and the Diesel Creative Team also continued working with a number of famous photographers and agencies, including Jean Pierre Khazem, Carl de Keyzer, Finlay McKay, Elaine Constantine, Mert Alas & Marcus Piggott, Johan Renck, and Terry Richardson,[15] the latter for the celebrated "Global Warming Ready" campaign of 2007. Roughly half of the planet's 2,095 billionaires are now citizens of either the United States or China. Clipse, Kanye, Lykke Li, Roots, Passion Pit @ Webster Hall, NYC 7/30/09", "Disel-u-music Radio | Television & radio", "Diesel U Music: how to promote a funky brand through music", "Welcome to ITS 2015 – International Talent Support – fashion, jewelry, accessories, and artwork competition", "Diesel Wall: un muro nudo per aspiranti artisti", "Association Nationale pour le Développement des Arts de la Mode. They’re worth a combined $152 billion, $27 billion less than a year ago. [37] which mocked the phenomenon of reality TV and was one of the first ever campaigns by a fashion brand solely based on the Internet. [79] In the 1990s Margiela became famous for his concept of deconstruction,[80] where he made re-designs of old wigs, canvases and vintage silk scarves, which were transformed into hand-made couture garments. In their famous "One Woman Show" in 2003, they employed actress Tilda Swinton, and models that resembled her, for the complete catwalk. [43][44] In addition there were neverseen before mash-ups with Chaka Khan feat. [140], Throughout the 2000s, Rosso has been a supporter of AmfAR, The Foundation for AIDS Research.,[17][141], Since 2010 Rosso has personally invested also in projects focused on his home region of Veneto, North East Italy. [39] It was awarded at the Cannes Lions International Advertising Festival that same year. Eva Riccobono, Jeremy Renner, Arianna Lessi, Renzo Rosso and Matteo Renzi attend Diesel Black Gold fashion show during Pitti Immagine Uomo 85 on... Michael Caine and Eva Renzi in a scene from the film 'Funeral In Berlin', 1966. [84], In an interview with Women's Wear Daily in 2004, Rosso explained his admiration for Maison Margiela: "It's about being unique, and it appeals to people with strong personalities who don't want to follow the crowd. [29] The new line combined Diesel's original expertise in denim and casual wear with the craftsmanship of tailoring. Following the investment, Rosso told Italian newspaper Il Giornale di Vicenza "When I heard about this project I thought it was impossible not to get involved. [93], In retrospect, the acquisitions by Rosso have widely been considered financially and artistically successful on mutual levels. I've never worked for money in my life. Qui da una famiglia di agricoltori è nato nel 1955 Renzo Rosso. Join Facebook to connect with Renzo Rosso and others you may know. In 1994, Rosso reopened the Pelican Hotel on Miami's South Beach strip. "[17] That same year Ernst & Young nominated Rosso "Entrepreneur of the Year" for Diesel's strong development in the U.S.[161], In 1996, Rosso and Diesel received the "Premio Risultati" award for "Best Italian Company of the Year" from Bocconi University in Milan. [41] Following the opening in Tokyo, the live stream continued to Beijing, Dubai, Athens, Helsinki, Amsterdam, Milan, Zurich, Munich, Paris, Stockholm, Copenhagen, Barcelona, Oslo, London, São Paulo and finally ended in New York City, with Rosso's attendance. "[3], During the 2000s, Rosso became known for throwing major parties for his employees and fans, to thank them for their contribution to the company's success. Rosso received the Advertiser of the Year in 1998[146] and Grand Prix awards in 2010,[147] 2009,[148] 2007,[149] 2001[150] 1997,[151] and 1992,[47] at Cannes Lions International Advertising Festival. [83] In December 2009, it was reported that Martin Margiela had quietly left the fashion house. [90], In July 2008, Rosso purchased the majority of the stakes of Viktor & Rolf. These are the 10 states with the largest number of the world's richest. [11] Its kitsch, retro-styled interior with each room being independently designed and different from the others, was considered unique for its time[12] and contributed to Diesel's image of the 'Successful Living' lifestyle. [166], In 2015, Rosso took part in the documentary film Marithé + François = Girbaud directed by Jérémie Carboni.[167]. [143], In October 2011, Rosso was knighted Cavaliere del Lavoro by the President of the Republic of Italy, Giorgio Napolitano. In a unique letter dialogue between Malcolm McLaren and Martin Margiela, published by The New York Times in 2005, McLaren asked how it was working for the "tough, swaggering cowboy" Renzo Rosso. Renzo Rosso I am impressed and honored to be considered one of the most influential people in the world, but I am also very aware of the responsibility that comes with it. [5] In 2004, after having followed those core values for nearly 20 years, CNN accredited Diesel for being "the first brand to believe truly in the global village and to embrace it with open arms. [14], During his life Rosso has published four books, titled 'Forty' (Diesel, 1996), 'Fifty' (Gestalten Verlag, 2005), 'Be Stupid: For Successful Living' (Rizzoli, 2011) and 'Radical Renaissance 55+5' (Assouline, 2016). "He can just create, I take care of all the rest." So, when I created Diesel, it was natural for me to concentrate on the product that I felt was close to my mentality, denim. It featured two models that were locked inside a room and who did whatever the online viewers suggested. [117] Following the deal, Rosso said "I'm a great fan of H-Farm which I always associate to Silicon Valley: 250 young people connected with thousands of creative people all over the world. Renzo Rosso, Writer: Una storia milanese. Chi è Renzo Rosso . There are 234 women on this year’s list, and a familiar face returns as the world’s richest woman. I was completely fascinated by that world, as most kids were. He is the perfect fit". Karl represents creativity, tradition and challenge, and the fact that he thought of Diesel for this collaboration is a great gift and acknowledgement of our reputation as the prêt-à-porter of casual wear. [129] and explained that it will be developed in collaboration with Etimos Foundation, a not-for-profit organization based in Italy, with experience in micro-finance. Though stocks of the world’s biggest tech companies fell in March in response to the coronavirus pandemic, founders of tech giants, starting with Jeff Bezos, still dominate the uppermost ranks of Forbes’ new billionaires list. [24] This was followed by a partnership with Italian carmaker FIAT in early 2008 to re-design the classic Fiat 500. [100] It follows the concept of Diesel's award-winning 'Be Stupid' campaign from 2009, which is based on a philosophy Rosso has practiced much throughout his life and career. "[3], In the 2000s he invested his worth into an anonymous but intelligent designer, Ranieri a.k.a. [123] The press conference was part of a series called "Un caffè con..." (A coffee with...) that also included Italian Prime Minister Mario Monti. Additionally, a new primary school, equipped and run with solar panels, was built with expanded classrooms, latrines for boys and girls and a new school kitchen. [101], Published for Rosso's 40th and 50th birthdays respectively, 'Forty' and 'Fifty' look at the key moments in Diesel's history, from its "jeans & workwear" beginnings followed by years of groundbreaking advertising, to its current premium positioning. "When I started a vintage collection, nobody had heard about it. Built as a single-speed, city bicycle with a hydro formed aluminum frame, the collaboration marked one of the first true collaborations between the bicycle and the fashion industry.[28]. Renzo understands creativity and has the vision and power to make a success. This is why Renzo Rosso's commitment is so important for us: it is a message for the entire world. [159], In 2003 Rosso received Movieline's Hollywood Life Annual Breakthrough of the Year Award in Los Angeles, acknowledging how Diesel managed to break through into the American market. [20][21], In 2002, Rosso was asked to collaborate with Karl Lagerfeld on a denim collection for the designer's Lagerfeld Gallery. In 2006 Hollywood Life magazine prized Rosso with the "Fashion Visionary" award in Los Angeles, and cited Diesel "as one of the most innovative and successful brands in fashion. "[118], In 2008, Rosso launched OTB Foundation, a not-for-profit organization,[119] created with the mission to rebalance social inequality and contribute to the sustainable development of less advantaged areas and people throughout the world. In the early 2000s, Rosso pushed Diesel to start reinvesting part of the company's marketing budgets into the creative community, by financially supporting young, creative talent. "I have great respect for luxury, a sector that is doing very well, but it is too conservative. All Rights Reserved. Portali LIVE Danes Branost Časopis e Finance Borza MiniBon Forum Wiki LIVE Danes Branost Časopis e Finance Borza MiniBon Forum Wiki. The products, called Rosso di Rosso (Merlot & Cabernet Sauvignon), Nero di Rosso (Pinot noir), Bianco di Rosso (Chardonnay), Grappa di Rosso (grappa), and Olio di Rosso (extra virgin olive oil) are produced at the 105-hectare Diesel Farm in Marostica, Veneto, a few kilometers from his home. Originally one of FIAT's most popular models ever, the new version, simply titled '500 by Diesel', featured several unique design details in the car's interior and exterior and was only produced in 10,000 units.[25]. His family's investment vehicle, Red Circle, owns stakes in everything from mobile app companies to eyewear manufacturers. Meet All Of Actor … [78] Like Rosso, founding designer Martin Margiela always had a profound admiration for vintage and authenticity. L’ultimo fiocco rosa, Sidney, è arrivato 5 anni fa da Arianna Alessi. From Singapore To New York City, more than 26% of the world’s 2,095 billionaires live in just 10 cities spread across three continents. The volume explores the worlds of design visionaries including Martin Margiela, Nicola Formichetti, John Galliano, Consuelo Castiglioni and Viktor Horsting and Rolf Snoeren. Renzo Rosso, was the mentor of the 2013 ANDAM finalists. [3] The collection, which was called Lagerfeld Gallery by Diesel, was co-designed by Lagerfeld and then developed by Diesel's Creative Team. [41] The event featured live performances by Daft Punk, Earth Wind and Fire, 2manydjs, Mark Ronson, New Young Pony Club,[42] and a pregnant MIA who broke her retirement for the occasion. [107], Ever since Diesel established itself as a global fashion brand, many have seen Rosso's brave vision and bold mind as one of the key factors to Diesel's breakthroughs and overall success. The announcement followed days of speculation and was met with positive response across the fashion world and daily news press. [142], Since the early 1990s Rosso has won multiple awards across fashion, advertising and business. THE BEST WAY TO FORECAST THE FUTURE IS TO INVENT IT. In the spring of 2008, Rosso launched a collaboration between Diesel and sportswear giant Adidas. One can't feel but admiration for a foundation like this. [3] A few years later, Rosso explained this ambition, saying "My strongest aspiration has always been to make good and quality things. [61], In 2002 Rosso and Diesel became founding partners of ITS (International Talent Support),[62] a competition for young designers. "[3], In 2003 and 2004, Diesel began supporting local, young artists through the Diesel New Art and Diesel Wall competitions. [3] He is the father of seven children. In 2001, 2007, 2009, and 2010 Diesel was given Grand Prix awards at Cannes Lions International Advertising Festival.[49]. Before accepting the award, he introduced everyone in his team one-by-one to the audience, and explained that the prize in fact belonged to his hard-working team, not just himself. [18] The Diesel Denim Galleries were much acclaimed by the fashion press and were described by The New York Times' Suzy Menkes simply as "super-cool". Furthermore, since the word was an international term pronounced equally all over the world, it appealed to Rosso's view that the global fashion market was not segmented by national borders, but by people's lifestyle. Then, after handpicking a team of likeminded designers in the late 1980s, the company began a period of remarkable growth and expansion. "[138], Built in 1592, the bridge hasn't been restored since 1975. Today it is easy to talk about 'vintage'; 25 years ago when we did stonewashed jeans, customers sent them back. "[127], On July 26, 2012, Rosso created the Brave Circle Fund to help people hit by the 2012 earthquakes in Emilia-Romagna, Italy. ... Stefano e Alessia, li ha avuti dalla ex moglie Nuccia Fattoretto; le due gemelle Asia e Luna e India da Erika Merlo. Rizzoli, 2008. [94], Additionally, many of the designers have acknowledged Rosso for how he has respected their creative freedom. The study concluded that "Diesel is an experience which interacts with and entertains its customers with a far deeper relationship than other brands",[35] and that "It is always about engaging with the customer as opposed to selling at them: creating an enjoyable two-way dialogue as opposed to a hollow one-way monologue. The tour featured live performances by artists like Kanye West and The Roots,[57] who supported the competition's winning younger bands, The Terror Pigeon Dance Revolt! On December 14, The New York Times reported that Rosso would donate 5 million euros to restore Venice's famous Rialto Bridge. [104] Thereafter, and ever since Diesel established itself on the international market, Rosso has consistently credited the company's success to his hard-working staff. "[36], In 2007 this approach took another step, leading to the infamous 'Heidies'. The digital world fascinates and excites me, my personal investment choices are clearly showing it. [56] In 2009, the project included a global tour and radio station. [4], Rosso often refers to the company "as his other family"[3] and would until the late 1990s hire every new employee himself, often by looking for creative people at unexpected locations and simply ask if they would come and work for him. An older object has more charme than a new one, so do the stores, even when they are new they must not look so. We need to do a lot of work to make this world a better place, all together # onlythebrave Rosso, od dzieciństwa zafascynowany amerykańską kulturą i idolami-buntownikami Jamesem Deanem i Marlonem … "[88], On December 20, 2012, OTB acquired Marni,[2] an Italian fashion house founded by the Castiglioni family in 1994. "[6] In an article by The NY Times in August 2013, it was estimated that Diesel had sold more than 100,000,000 jeans since 1978. With offices in Seattle, Mumbai and London, it invested $13.62 million in 26 startups during its first five years. Diesel was the first to poke fun at the marketing of fashion, starting with campaigns that pictured exaggerated overweight people wearing Diesel jeans. As a thanks for all the local support that he has received when building the Diesel company, he began to support the team financially and also agreed to help manage the club. [92] While their collections are always highly anticipated for their level of entertainment and amusement, their shows tend to utilize astonishing techniques. For instance, once they had models wearing clothing upside down and carrying their own bulky lighting structures. Get personalized recommendations, and learn where to watch across hundreds of streaming providers. and HEARTSREVOLUTION. Renzo Rosso este pe Facebook. feat. [22] In a statement after the show in Paris, Rosso said "I am honored to have met this fashion icon of our time. Today the land and the old farm buildings are considered a nature reserve. Published Date 24th Jul. Renzo Rosso net worth has been amassed from his work as the President of OTB Group Pelican Hotel in Miami, Bassano Virtus 55 S.T and Red Circle investments.. Synopsis . From WeWork’s Adam Neumann to Canada Goose chief Dani Reiss, 267 people who were billionaires a year ago did not make onto Forbes’ new list of the World’s Billionaires. Required fields are marked * ... Dennis Rodman's Ex-wife, Were Married For A Year. [110], According to Rosso, this courage is also why he is frequently praised for foreseeing and setting trends, whether it is for design, advertising or business ventures, saying that "…being brave, being confident with oneself, wanting to innovate and challenge, and never being satisfied. Renzo Rosso is a Founder of Diesel and OTB (Only The Brave).He was born on September 15, 1955 (65 years old) in Brugine.. About. Renzo Rosso is a member of Vimeo, the home for high quality videos and the people who love them. [84], Besides 'vintage', Rosso has often said his biggest inspiration is his family, street fashion of the world,[99] and popular culture, confessing that he regularly reads 150 magazines a month to stay up to date. In a phone interview with the newspaper Corriere della Sera, Rosso explained "Master craftspeople will meticulously clean the stone, which will take some time, it's a bit like restoring a painting. In the spring of 2010 Rosso visited the village to personally oversee the development. In 1992 the campaign won a Grand Prix at the Cannes Lions International Advertising Festival, the world's leading awards in advertising.[3]. Renzo Rosso, was the mentor of the 2013 and 2019 ANDAM finalists. – the Fashion Spot", "Has Anybody Here Seen My Old Friend Martin? ; Bassano del Grappa is also the long residence town of Renzo Rosso, the founder and President of Diesel. Founded in 2005 and based outside Venice, H-Farm makes seed investments in new startups. renzo-rosso. View the profiles of professionals named "Renzo Rosso" on LinkedIn. [65] During the years a few of the jury members have included curator Hans Ulrich Obrist,[66] film director Bigas Luna, art director and graphic designer Peter Saville,[67] artist Patrick Tuttofuoco, art director Jérôme Sans and editors Helena Kontova and Stefano Boeri.[68]. In February 2008, Rosso launched a new, premium line extension called Diesel Black Gold. [4], Throughout his career, Rosso has encouraged his employees to feel comfortable in expressing themselves, and to dare to make risky decisions. [3] Diesel New Art was open to graduating artists working across various media, and would award winning artists with solo exhibitions, shows at international art fairs, or promotion through internationally published catalogues. More than 80% of American states are home to at least one of 623 billionaires—including some non-U.S. citizens. Every style step was difficult. Un'intervista in cui Renzo Rosso - fondatore di Diesel - parla di Milan, del rapporto con i figli e con le ex mogli e dell'attuale compagna, Arianna Alessi [130], Following the donation, Rosso told the Italian newspaper Corriere della Sera, "I was moved by the people of Emilia-Romagna's will to immediately come back to work after the earthquake. Diesel’s Renzo Rosso sold his first pair of handmade jeans for $2 (around Rs89 now) in Italy. Tungate, Mark: "Fashion Brands: Branding Style from Armani to Zara". In the early 2000s, Rosso began investing in other fashion designers and companies that he admired for their creativity, but which often lacked financial stability; he independently emerged as a major player in the world of fashion. In 2005, Martin Margiela himself said in a public statement how much he appreciated working with Rosso. [77], In 2002 Rosso purchased the majority of the stakes in the Maison Margiela fashion house. With the coronavirus-induced market crash, the Great White North’s richest billionaires have seen their fortunes go downhill. [116], In April 2011, Rosso purchased a 20% stake of the start-up incubator H-Farm. Staff International has gained a strong reputation in the prêt-a-porter arena, enabling it over the years to work for designers and brands such as Karl Lagerfeld, Emanuel Ungaro, Valentino, Costume National, Clements Ribeiro and Missoni, among others. 6,323 talking about this. "[87], During the first years following the acquisition there were various rumors of problems between the two. "[137], In January 2010, Rosso donated $500,000 to the people affected by the earthquake in Haiti. In the spring of 2011 he increased his shares to 6%[115] and later stated that he was looking to purchase more shares, if anyone else was willing to sell. The 10 Richest Russian Billionaires In 2020, The Richest Healthcare Billionaires Around The World 2020, The States With The Most Billionaires 2020. Înscrie-te pe Facebook pentru a lua legătura cu Renzo Rosso şi cu alţii pe care s-ar putea să îi cunoşti. [3] In the first Diesel collections that came in the years that followed, Rosso would mix Americana and vintage clothes with everything from science fiction to the Wild West, using props that ranged from old detergent packages to objects found in junk shops. [82] Since the early 2000's he has been widely acknowledged as one of the most influential and enigmatic designers on the global fashion stage. The award ceremony took place at the Quirinale in Rome and was broadcast live on RAI in Italy. "[152], In 2005, Rosso was named "Man of the Year" by the German edition of GQ;[153] received the Pitti Imagine Award, in Florence;[154] the Creative Vision of Business Award from the Mayor of Rome, Walter Veltroni;[3][155] and the Textilwirtschaft Forum Preis in Heidelberg, for his "outstanding personal and business achievements in the fashion and textile industry. [23], In 2007, Rosso and Diesel partnered with L'Oréal for the production of Diesel's first fragrance, labelled Fuel For Life. [3], In an interview with Suzy Menkes in 2003, Rosso explains the difficulty he had in the beginning with selling treated vintage-styled jeans. In addition to the financial endowment of the prize, the winners benefited from the strategic, creative and commercial coaching of a worldwide fashion industry entrepreneur, helping the winners develop their label and build an international reputation. Following the donation, Alessandro Maggioni, Venice's councilor in charge of public works, said, "We are facing a period of severe crisis in Italy, and even a city like Venice doesn't have the means to cover all the restoration and maintenance works its immense cultural heritage would require. By 2011 it had been viewed more than 20 million times online and classified as one of the most successful viral campaigns ever. "[94] Starting with Diesel's first ads in 1991, his irreverent approach has shocked the advertising establishment, won accolades, and inspired a generation of copycats.