Title | HATE COUTURE |
Brand | DIESEL |
Product/Service | CLOTHES |
Category |
A03. Casting |
Entrant
|
PUBLICIS ITALY Milan, ITALY
|
Idea Creation
|
PUBLICIS ITALY Milan, ITALY
|
Production
|
STINK STUDIOS New York, USA
|
Production 2
|
MILL+ New York, USA
|
Production 3
|
MPC LONDON, UNITED KINGDOM
|
Additional Company
|
SIZZER AMSTERDAM, THE NETHERLANDS
|
Credits
Bruno Bertelli |
Publicis Italy |
Global Chief Creative Officer Publicis WW & CEO Publicis Italy |
Cristiana Boccassini |
Publicis Italy |
Chief Creative Officer Publicis Italy |
Thiago Cruz/Mihnea Gheorghiu |
Publicis Italy |
Creative Director |
Simone Di Laus |
Publicis Italy |
Associate Creative Director |
James Andrews/Anton Kuerschner |
Publicis Italy |
Copywriter |
Alex Eftimie |
Publicis Italy |
Junior Art Director |
Bela Ziemann/Monica Radulescu |
Publicis Italy |
Planning |
Francesca Zazzera/Marijana Vukomanovic |
Publicis Italy |
Production |
Caterina Collesano |
Publicis Italy |
Art Buyer |
Gianluca Chinnici |
Publicis Italy |
Corporate Designer |
Eleni Charakleia/Barbara Pusca |
Publicis Italy |
International Client Service Director |
Filippo D’Andrea |
Publicis Italy |
Account Supervisor |
Stefano Perazzo |
Publicis Italy |
Head of Social |
Doina Tatu |
Publicis Italy |
Social Media Manager |
Jovan Todorovic |
Stink |
Director |
Blake Powell |
Blink |
Executive Producer & Partner |
Natalie Jacobson |
Stink |
Producer |
Christophe Collette |
Stink |
DOP |
Vitali Gelwich |
Stink |
Head of Photography |
Milena Petrovic |
Milena Petrovic |
Editor |
Samuele Schiavo |
Prodigious Italy |
Editor |
Mikey Rossiter |
The Mill New York |
Colourist |
Evan Bauer |
The Mill New York |
Colour Producer |
Edward Taylor/George Brunt/Alex Snookes/Lucie Brant |
MPC London |
VFX Artists |
Morten Vinther |
MPC London |
DMP Artist |
Abhinav Sharda/Salil Thapa/Uday Veerapalli/Prasanth Palaparthi/Shyam Babu/Yoki |
MPC London |
Prep Team |
Michael Bertoldini |
Sizzer |
Music Supervisor |
Seppl Kretz/Michiel Marsman |
Sizzer |
Executive Music Producers |
Jo Sandow/Marcel Wiebenga |
Sizzer |
Creative Strategy |
Ilana Goldstoff/Stefano Binotto |
Sizzer |
Sync & Licensing |
Tell the jury about the choice of music track.
To really bring irony of celebrating online hate to life, we re-orchestrated the famous Marilyn Monroe song “I Wanna Be Loved By You”, introducing Caribbean flavours to make the song even more upbeat. The performances in our film were choreographed to this new track. And then, our film was seeded online by the celebrities and influencers that star in it. Finally, we even released our new version the song on Spotify.
Write a short summary of what happens in the film
Diesel Hate Couture is more than a campaign. It’s a collection that combines message, content, influencers and customization. At its core this idea is about making entertainment out of something that is the opposite of entertaining. In addition, our use of celebrities and influencers, as well as music was specifically geared towards being something that entertains first. It’s a way of flipping online hate on its head; turning negativity into something to be celebrated, and something destructive into something creative.
Cultural/Context information for the jury
Diesel is well known for its irreverent and ironic approach to life. Recently the brand has tackled the beauty standards, the fashion industry and even fashion knockoffs. We didn’t just need to come up with a new campaign promoting Diesel’s latest collection, and we didn’t just need to be lighthearted or frivolous. We needed to define a new enemy for the brand. And then, we needed to show the world how to deal with this enemy in a totally ironic way.