NO MORE BRICKS IN THE WALL: Diesel launched its ad campaign for spring with a timely message, comprising images and a short film by David LaChapelle that pay tribute to inclusion, love, diversity and fraternity.
“At Diesel, we have a strong position against hate and more than ever we want the world to know that,” explained artistic director Nicola Formichetti. “Love and togetherness are crucial in creating a society we all want to live in, and the future we all deserve. We started working on this campaign last summer. We took a look at the world and we thought: The world doesn’t look very good right now, it doesn’t look very Diesel at the moment and at Diesel, we have a strong position against hate and for positivity and inclusivity and diversity, and more than ever we want the world to know that love and togetherness are crucial in creating a society we all want to live in, and the future we all deserve. And it’s nothing new for us at Diesel; the brand has been commenting on society and culture since the early Nineties.”
In the video, flowers are thrown from one side to the other of a wall lined with barbed wire, until it’s torn down, allowing the models and dancers to embrace and kiss through a heart-shaped hole.
“It’s very simple — it’s about love. We must love as intensely as others hate,” said LaChapelle. “As others give into hatred, we must commit ourselves to LOVE — we must love more than ever before.”
“From our David LaChapelle campaign featuring two sailors kissing in 1995 until now, Diesel has always and will continue to push boundaries,” said Diesel founder Renzo Rosso. “We need to have the balls to break down barriers in a moment where fear is making the world divided with more walls. The future is about opening up and giving a positive output. Diesel always had and will always be a cultural commentator tackling relevant issues”
Diesel’s catchphrases are: “You got walls? We got wrecking balls” and “Make love, not walls.”
The campaign’s rainbow-colored inflatable tank will appear in London on Wednesday conveying a message of love, before traveling to Milan, Shanghai, New York, Berlin and Tokyo.