Hate Couture

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, 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