DIESEL HATE COUTURE

Gold Eurobest
ClientDIESEL
Category A08. Use of Licensed or Adapted Music
TitleDIESEL HATE COUTURE
Product/ServiceDIESEL HATE COUTURE
Entrant SIZZER AMSTERDAM, THE NETHERLANDS
Idea Creation PUBLICIS ITALY Milan, ITALY
Production SIZZER AMSTERDAM, THE NETHERLANDS
Credits
Name Company Position
Michael Bertoldini Sizzer Music Supervisor
Seppl Kretz Sizzer Head of Production
Michiel Marsman Sizzer Partner
Marcel Alexander Wiebenga Sizzer Partner and Strategic Director
Jo Sandow Sizzer Creative Strategist
Ilana Goldstoff Sizzer Sync & Licensing Manager
Stefano Binotto Sizzer Head of Client Relations

Tell the jury about the choice of music track.

This film is much more than a fashion film. It's something that could create a lasting cultural impact by literally spinning the language of abusers into words that can empower. Obviously, 'I Wanna be Loved by You' is a tongue-in-cheek, ironic take on the central premise of the campaign - It's not about being loved, it's about turning hate against the perpetrators. Just like the song's most famous performer, Marilyn Monroe, did in her time. What we loved about the Calypso style was that it celebrated - to an extreme - the liberation of acceptance.

Write a short summary of what happens in the film

Diesel takes a stand against online abuse in its latest campaign, which sees polarising celebrities literally wear the worst comments they have ever received. Nicki Minaj and the other stars of the campaign turn hate on its head, bringing to life the tagline "The more hate you wear, the less you care."

Cultural/Context information for the jury

Diesel is the latest brand to challenge online abuse with a brazen campaign and fashion collection in which celebrities literally wear the worst insults they have received. The "Haute Couture" campaign launches with the tagline: "The more hate you wear, the less you care." It is fronted by polarising celebrities and influencers, including Nicki Minaj, Gucci Mane, Bella Thorne, Bria Vinaite, Tommy Dorfman, Miles Heizer, Yovanna Ventura, Barbie Ferreira, Yoo Ah-In and Jonathan Bellini. Each celebrity chose the worst online comments they have ever received to be displayed on clothing designed for them by Diesel. For example, Minaj was dubbed "The Bad Guy", Thorne called a "Slut" and Dorfman named a "Faggot". The campaign aims to show that, by exposing negative comments and treating them irreverently, hate can lose its power.