Diesel Spring/Summer 2017 Campaign
Through photographic imagery and a series of global actions #makelovenotwalls is about tearing down the mental and physical walls that separate us, and let all sides come together in the name of unity and love. This happens in a crucial historical moment, where hate, walls and fear seem to prevail.
Diesel wants to tear down these walls showing that a brighter and exciting tomorrow is possible.
“At Diesel, we have a strong position against hate and more than ever we want the world to know that,” explains Artistic Director Nicola Formichetti. “Love and togetherness is crucial in creating a society we all want to live in, and the future we all deserve.”
Committed to diversity and the rights of individuals around the world, the iconic American artist and photographer David LaChapelle collaborates with Formichetti to break down barriers – literally – with a communication platform developed by Anomaly Amsterdam.
Diesel takes on the Wall, a symbol of separation by definition, breaking it down to create strong storytelling throughout the imagery developed around it: walls are built and the diesel love tank breaks into it with a heart shape, turning a symbol of separation into a happy place filled with flowers for a celebration of freedom and love. Only by doing this you can be free to be truth to yourself, free to love who you want.
“From our David LaChapelle campaign featuring two sailors kissing in 1995 until now, Diesel has always and will continue to push boundaries. We need to have the balls to break down barriers in a moment where fear is making the world divided with more walls.” says Renzo Rosso, Diesel’s founder.
The campaign’s rainbow-coloured inflatable tank will appear in London on February 14th conveying a message of love, before travelling to Milan, Shanghai, New York, Berlin and Tokyo. A military tool stripped of its original purpose, the tank is reimagined as an emblem of hope. A machine that used to divide now unites.