Cannes Lions

Diesel 'Hate Couture'

SIZZER AMSTERDAM / DIESEL / 2019

Awards:

1 Shortlisted Cannes Lions
Film
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Overview

Entries

Credits

Overview

Background

Hiding the hate won’t make it go away and it doesn’t make it less hurtful. But when you expose it and make fun of it, you disempower the hate and discourage the haters. So we changed the conversation about hate by taking it and turning it into a fashion statement that everyone can wear loudly and proudly. We started with exposing the hate we received, then tapped almost 600 influencers to wear their hate, to finally allow anyone to personalise any item of the collection with their own messages.

Execution

We chose Marilyn Monroe's 'I Want to be Loved by You' as the song, just so it can contrast with the strong hate messages we see and add to the irony of the campaign, while adding to the carelessness of the main characters. We recorded it from scratch to make it faster and give it the calypso vibe for extra positivity. We started slow, reminding of the original, just to have a complete change to a super happy and dance-y tune the moment the first character starts mocking the hate messages.

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