Diesel "Make Love Not Walls" Brand Relaunch
In 2016, a lost Diesel brand—struggling to find its way back its legendary status of yesteryear—chose us to help.
The ever-provocative and openminded brand Diesel have never been scared of telling the world that looking good while loving one another beyond borders, sexuality, and religion is damn sexy. And that is why we created the culturally relevant "Make Love, Not Walls" campaign. The work was launching across the globe as the ever-divisive President Trump was sworn into Office on the promise to erect a 21 billion dollar wall between the US and Mexico driving an agenda of anger and intolerance. Following the re-launch, Diesel was once again applauded across the globe for their bravery.
The work was developed in collaboration with David Lachapelle the project included film, art exhibitions, wall takeovers in fifty countries, pop-up inflatable 'love tanks.' It features Ukrainian ballet dancer Sergei Polunin, along with a trans-gender model Laith de la Cruz; artist Karis Wilde; Olympic silver medalist Danell Leyva; drag star Raja; and transgender icon Octavia Hamlett and collages by artist Stephan –who also make a cameo in the ads, wearing nothing but Diesel boots.
With high street failing footfall plummeting, it was clear we needed more than just an advertising campaign to help flip the trend. Unfortunately, we haven't yet got the chance to get to the heart of the problem. Rethinking the brands business model and how to sell (mostly) $500+ jeans — but we have a couple of great ideas in the pocket.
My Role: Executive Creative Director / Art Director
Executive Creative Director: Martin Peters
Creative Director: Ross Cavin/Chris Adams
Diesel Creative Director: Nicola Formichetti and Jacob Wildschiødtz
Editing: Govert Janse
Director / Photographer: David LaChapelle
Agency: Anomaly Amsterdam
- Project Roles
- Creative Director, Art Director, Copywriter
- Art Direction, Creative Direction, Copywriting
- Project Industries