For its spring campaign, “Make Love Not Walls,” Diesel looks to tear down walls that divide people by spreading the love in New York City over a three-day period.
The message has been interpreted by artist and photographer David LaChapelle in collaboration with Nicola Formichetti, Diesel’s artistic director, to break down barriers, in partnership with Anomaly of Amsterdam.
“At Diesel, we have a strong position against hate and more than ever, we want the world to know that,” said Formichetti. “Love and togetherness are crucial in creating a society we all want to live in, and the future we all deserve.”
The campaign’s rainbow-colored inflatable love tank will appear in New York on Tuesday in Foley Square at 111 Worth Street for an entire day. The tank, a military tool stripped of its original purpose, is reimagined as an emblem of hope.
Diesel has partnered with street artist ThankYouX, to create free special-edition “Make Love Not Walls” T-shirts, which will be given out at Diesel’s SoHo store over the three days.
The next activation is slated for Wednesday and Thursday at the Diesel SoHo store at 135 Spring Street, where Diesel has designed an in-store wall to be displayed amongst a rebel-wedding setting. These two opposing ideas, a wall that separates and a wedding that unites, is a parable for unifying humankind. ThankYouX will be on hand signing the T-shirts to help spread the overall message that love has no boundaries.
The campaign’s rainbow-colored inflatable tank is a traveling installation that has already appeared in London on Feb. 14, followed by Milan and Prague, where it arrived last week. It will continue to Shanghai and Tokyo.