Title	HATE COUTURE
Brand	DIESEL
Product/Service	CLOTHES
Category	E05. Use of Licenced or Adapted Music for a Brand or Campaign
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

Name	Company	Position
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

Why is this work relevant for Entertainment?

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.

Background

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.

Describe the 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 Hate Couture. Each item in the Hate Couture collection is not just a cool piece of Diesel fashion, it’s an opportunity to proudly expose and wear the online hate you have received. And it’s a reminder that the more hate you wear, the less you care.  

Describe the strategy

Diesel has always stood for bravery. For them it is the key to successful living. And that has always involved challenging society’s biggest conformities. In this case the conformity is to hide the online hate and negativity that we all receive. But, only by challenging that conformity, by exposing the online hate, are we able to truly disempower and get rid of it.

Describe the execution

To launch Hate Couture we partnered with nine celebrities and influencers. We created unique Diesel items inspired by the online hate that each of our partners has received; and we introduced this collection with online content that joyfully and ironically celebrates these hateful comments. To really bring the joy, celebration and irony to life, we re-orchestrated the famous Marilyn Monroe song “I Wanna Be Loved By You”, introducing Caribbean flavours to the already joyful 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.

Describe the outcome

We sold 35% of the entire collection in the first 4 days of the campaign, online and in-store. In total our campaign reached more than 400 million people, and the story was covered by The New Yorker, WWD, VOGUE, I-D Vice, People Magazine, just to name a few. Our film was viewed more than 40 million times only in the first 10 days of the campaign. We sparked hundreds of thousands of debates and discussions around the topic of online hate. And, ultimately we initiated the successful disempowerment of countless hateful comments on social media.