Hate Couture

Entry code: E38010GD19Agency: Publicis Italy, MilanAdvertiser / client: Diesel
Group: E Digital & mobile, E38 Social networking solutions & community sites

Creative idea

At one point or another, we have all been victims of trolls, cyber bullies and online haters. But, when you expose online hate with irony and light-heartedness, you disarm that online hate. It loses its ability to cause harm. Our idea was to turn Diesel’s latest collection into a tool for doing just that: exposing, mocking and ultimately disarming online hate. It’s an idea we call Ha(u)te Couture. Each item is a reminder that the more hate you wear, the less you care.

  • Brand name: Diesel
  • Advertiser / client: Diesel
  • Product / service: Diesel
  • Campaign name: Hate Couture
  • Agency network: PUBLICIS
  • Agency: Publicis Italy, Milan
  • Production company: Blink
  • Web address: https://www.facebook.com/Diesel/videos/265309297654796/
  • Creative director: Mihnea Gheorghiu, Thiago Cruz
  • Art director: Simone Di Laus, Alex Eftimie, Victor Bustani
  • Copywriter: James Andrews, Anton Kuerschner, Ricardo Porto
  • Designer: Gianluca Chinnici
  • Account director (agency): Eleni Charakleia, Barbara Pusca, Filippo D'Andrea
  • Senior planner: Bela Ziemann, Monica Radulescu
  • Film production: Stink
  • Director: Jovan Todorovic
  • Director of photography: Vitali Gelwich
  • Music: Michael Bertoldini, Seppl Kretz, Michiel Marsman, Jo Sandow, Marcel Wiebenga, Ilana Goldstoff, Stefanco Binotto
  • Agency producer: Francesca Zazzera, Marijana Vukomanovic
  • Post production: MPC London
  • Post production producer: Edward Taylor, George Brunt, Alex Snookes, Lucie Brant, Morten Vinther, Abhinav Sharda, Salil Thapa, Uday Veerapalli, Prasanth Palaparthi, Shyam Babu, Yoki
  • Additional company: CCO Publicis WW & CCO Publicis Groupe Italy - Bruno Bertelli CCO Publicis Italy - Cristiana Boccassini Head of Social - Stefano Perazzo Social Media Manager - Doina Tatu Editor - Milena Petrovic / Samuele Schiavo Art Buyer - Caterina Collesano Production - Blake Powell / Natalie Jacobson / Christophe Collette Colour - Mikey Rossiter / Evan Bauer