Hate Couture
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