Hate Couture

Entry code: X12020GD19Agency: Publicis Italy, MilanAdvertiser / client: Diesel
Group: X Engagement, X12 Public & Community Relations

Campaign idea

Ha(u)te Couture was DIESEL’s way of dealing with online hate and critics. We started by turning the worst hate comments the brand received into the global FW collection. Then launched it with the most controversial celebrities and influencers around the world, who personalized their own limited edition items. Finally, the collection became fully customizable so anyone could use the hate messages they received to create any unique item, online and in store.

  • 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, Stefano 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