Campaign details

Brand: Diesel Clothing
Client: Diesel Clothing
Agency: Publicis Italy

Summary

DIESEL IS DEAD, NOT COOL ANYMORE AND SELLS OVERPRICED SHIT. MOST OF THE TIMES IT'S A JOKE AND WHAT THE FUCK ARE YOU DOING DIESEL, YOU SUCK! Real hate comments Diesel received online.

But it's fine, everybody gets it. And just like everyone else, we could've just hidden it, ignored it, pretended it's not there and carried on.

Right?

Nah.

We took all the hate we got and shared it for the world to see. Because Diesel believes that the more hate you wear, the less you care.

And why stop there? We turned all this hate into Diesel's global Fall/Winter 2018 collection and named it Ha(u)te Couture.

To launch it, we tapped into celebrities just like any other fashion brand, but instead of picking the most loved and adored, we chose the most controversial and hated.