On Wednesday 31st August, Sydney’s Sun Studio’s became the Land of the Stupid, Home of the Brave as DIESEL Ambassador , Alexandra Richards (daughter of Rolling Stone Keith Richards) , hosted a ‘provocative party’ for over 250 guests including Vogue editor Kirstie Clements, GQ Editor Nick Smith, top models Charlotte Boss, Spencer Petterson, Kate Peck, and actors Gracie Otto and Dan Ewing.
The event was part of the current DIESEL brand campaign which launched in July, 2011. The controversial global campaign aims to provoke discussion and push boundaries by stating that the world is fucked up, but DIESEL ISLAND is the least fucked up country of all.
The DIESEL ISLAND concept introduces a breakaway society, led by the young, sexually-charged, irreverent DIESEL men and women and is founded on ‘the principles of Stupid’.
Melbourne event production company, alive were engaged by AMPR for the project. AMPR managed all the PR and sponsorship for their client, Pacific Brands. alive were challenged with the task to capture key elements of the DIESEL campaign in an authentic live experience for the trade, media and a who’s who of Sydney social A list.
Rather than try to re-create the ISLAND or the advertising campaign theme in its entirety, alive took inspiration from the campaign and chose to steer clear of a traditional runway show by portraying the breakaway society in their ‘natural habitat’. Close collaboration between alive and the DIESEL brand team in Milan meant that the detailed creative components could be achieved.
Held over two studios as well as an outdoor area , this tongue-in-cheek authenticity, casually portrayed life on the ISLAND and enabled guests to participate in the DIESEL lifestyle rather than passively watch a ‘moment’ of fashion.
Alexandra Richards, was joined by Melbourne born boyfriend of 7 years, DJ Nick Cohen and together they provided electro and retro mash up sounds for the launch.
Guests were photographed in front of the media wall with ‘Fergus’ the pink goat , who has since appeared on the social pages of many print and on-line publications.
DIESEL ‘Pioneers’ showcased the latest collection by mingling with party guests, lounging on the hangover, a relaxed tree house complete with hammocks, DJ desk and floor mattresses. Throughout the night the ‘pioneers’ (cast of professional dancers and actors) enjoyed sleeping, eating, playing cards and showing off the DIESEL underwear collection in the makeshift outdoor showers.
Guests enjoyed a giant seafood paella as it was cooked under driftwood scaffolding. Carbon Tax Free cocktails were served in abundance and a live rooster casually typed on a vintage typewriter throughout the evening, capturing the history of DIESEL ISLAND.
On the ISLAND, several simulated power failures occurred as the history and anthem of DIESEL ISLAND was played on screens. As the evening festivities drew to a close the residents retired and the ISLAND went to sleep under a deep blue starry sky.
“DIESEL is a brand that is provocative, a brand that likes to cross boundaries, and with ‘DIESEL ISLAND’ we want people to embrace the message of the campaign and to have fun with it,” Leanne Wall, Brand Collective marketing manager, DIESEL.
The DIESEL ISLAND advertising campaign creative was conceived by global advertising agency Santo and documents the first ‘DIESEL ISLAND pioneers’, scantily clad in DIESEL apparel, with a variety of brazen taglines splashed across the ads.
“It’s not every day you get to create with a brand that welcomes controversy and pushes political boundaries therefore it was a thrill to work with the team at DIESEL in Italy and with Pacific Brands in Australia to launch DIESEL ISLAND in Australia.” Ant Hampel, Director alive
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Producer: Ant Hampel for alive
Designer: Ant Hampel for alive
Event Stylist: Jono Francisco
Event manager: Matt Flinn
Event coordinator: Sarah Normand for alive
Production Manager: Paul McLindon for alive
A/V Director: Campbell Knott
Make up: Fernando Barraza
Photographer: Jesse O’Brien
Production AV: Austage
Production Audio: Austage
Production Lighting : Dan Morgan
Talent and Choreography: The Squared Division
Venue: Sun Studios Sydney
Security: Supreme Security Specialists