Make Love Not Walls is a powerful and poignant idea, born to combat ‘the wall’; a globally recognised symbol of repression, hate and division. But at its core the idea is a simple celebration of some important things... inclusivity over division, acceptance over denial, love over hate. It’s a potpourri of races, genders, beliefs, persuasions and passions with love at its center.

Key placements and exclusives in key, influential news, lifestyle and fashion press were combined with tactical extensions of the idea on a local level to drive pick up and relevance. Our rainbow coloured love tank (what became the defining symbol of the campaign) went on a world tour… it turned up everywhere from Panama City to the New York Court House, London to Prague to Milan. Local graffiti artists interpreted it in Paris. And in Japan we leaned into the fact that people aren’t having sex any more as a call to arms. And social influencers picked up and ran with the theme themselves, extending beyond the Diesel voice and adding fuel to the fire of what became a powerful movement.

The campaign generated over 300 articles of PR celebrating the brands positive response to the hate and division in the world today, as well as a return to form for an iconic brand advertiser with a culturally relevant and engaging message.

Pre-campaign launch (in the period 1st Jan - 13th Feb 2017) social buzz surrounding the brand was measured at 6.1k mentions/890 engagements.

Make Love Not Walls brought fresh, culturally relevant conversation to the forefront almost tripling active conversation with 17.6k mentions / 14.1k engagements (for the period 14th Feb - 25th Feb 2017)