Diesel turns hateful comments into couture worn by Nicki Minaj, Bella Thorne and Tommy Dorfman
Latest from Publicis Italy also lets shoppers customize their own clothes
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Diesel is taking the trolling comments received by the brand, and by celebrities, and turns them into a powerful new campaign and fashion collection.
Celebrities and influencers including Nicki Minaj, Gucci Mane, Bella Thorne and Tommy Dorfman take part in the campaign by Publicis Italy and, in a series of films shared on their social channels, wear fashion items emblazoned with some of the hateful online comments they have received.
For example, Minaj was called “The Bad Guy,” Thorne was labelled a “slut" and Dorfman was called “faggot.” All the derogatory comments are now limited-edition items in the "Hate Couture" collection, which will be available from September 19 in selected Diesel stores and on Diesel.com. Some of the proceeds from the collection will be donated to anti-bullying foundation Only the Brave.
As part of the campaign, from October 6 customers will also be able to customize their own t-shirts and denim with hateful comments that they've received online. Meanwhile, Diesel flagship stores will be decorated with graffiti reflecting comments the brand has received, like "Diesel is dead."
A spokesman for Diesel explains, "The campaign started with the hate that we get as a brand. So we are working with influencers who are receiving those comments to show that the more you expose hate, it loses power."
Bruno Bertelli, chief creative officer at Publicis, says: "It's a different way to use influencers in a campaign, and it took a long time to get the right people. What's great is that they are sharing this on their own channels."
Credits
- Date
- Sep 19, 2018
- Agency :
- Publicis Worldwide
- Global Chief Creative Officer :
- Bruno Bertelli
- Chief Creative Officer :
- Cristiana Boccassini
- Creative Director :
- Thiago Cruz
- Creative Director :
- Mihnea Gheorghiu
- Associate Creative Director :
- Simone Di Laus
- Senior Copywriter :
- James Andrews
- Junior Art Director :
- Alex Eftimie
- Junior Copywriter :
- Anton Kuerschner
- Head of Planning :
- Bela Ziemann
- Senior Strategic Planner :
- Monica Radulescu
- Head of Production :
- Francesca Zazzera
- Producer :
- Marijana Vukomanovic
- Art Buyer :
- Caterina Collesano
- Corporate Designer :
- Gianluca Chinnici
- International Client Service Director :
- Eleni Charakleia
- International Client Service Director :
- Barbara Pusca
- Account Supervisor :
- Filippo D’Andrea
- Head of Social :
- Stefano Perazzo
- Social Media Manager :
- Doina Tatu
- Production Company :
- Stink Films
- Director :
- Jovan Todorovic
- Executive Producer and Partner :
- Blake Powell
- Producer :
- Natalie Jacobson
- Director of Photography :
- Christophe Collette
- Photographer :
- Vitali Gelwich
- Head of Photography :
- Sarah Lalenya Kazalski
- Stylist :
- Marc Goehring
- Main Videos :
- Milena Petrovic
- Pills :
- Samuele Schiavo
- Color Grading :
- The Mill
- Colorist :
- Mikey Rossiter
- Color Producer :
- Evan Bauer
- Post Production Company :
- MPC
- Post Producer :
- Ryan Hancocks
- VFX Artist :
- Edward Taylor
- VFX Artist :
- George Brunt
- VFX Artist :
- Alex Snookes
- VFX Artist :
- Lucie Brant
- DMP Artist :
- Morten Vinther
- Prep Team :
- Abhinav Sharda
- Prep Team :
- Salil Thapa
- Prep Team :
- Uday Veerapalli
- Prep Team :
- Prasanth Palaparthi
- Prep Team :
- Shyam Babu
- Prep Team :
- Yoki
- Post Production Photography :
- Numérique
- Music Track :
- I WANNA BE LOVED BY YOU
- Music :
- Bert Kalmar
- Music :
- Harry Ruby
- Music :
- Herbert Stothart
- Publishing :
- Warner Bros Music
- Publishing :
- MPL Music Publishing INC
- Publishing :
- BMG Rights Management
- Publishing :
- Songwriters Guild of America
- Publishing :
- Memory Lane Music Group LLC
- Recording Cover Master :
- Sizzer
- Music Supervision & Consultancy :
- Michael Bertoldini
- Executive Music Producer :
- Seppl Kretz
- Executive Music Producer :
- Michiel Marsman
- Creative Strategy :
- Jo Sandow
- Creative Strategy :
- Marcel Wiebenga
- Sync and Licensing :
- Ilana Goldstoff
- Sync and Licensing :
- Stefano Binotto
- Audio Mix & Sound Design :
- Sizzer
- Casting :
- Wilhelmina Studio
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