Diesel creates emoji for Pornhub and Grindr campaign

Diesel has created a customised emoji alphabet for a risqué campaign running on porn site Pornhub and gay social network Grindr to promote its spring/summer 2016 collection.


The campaign, which builds on the fashion label's 'Decoded by Diesel' brand platform, features singer and actor Joe Jonas, singer and designer Kiko Mizuhara and catwalk stars including Stav Strashko, a male who models women’s clothes.

One execution shows the androgynous-looking Strashko sporting a denim jacket and torn jeans, with the words "holy denim" and an angel emoji.

The campaign is appearing in print, out-of-home and online, and includes media partnerships with Tinder, the Pornhub network and Grindr.

The campaign’s use of ‘taboo’ media is designed to allow Diesel to communicate across platforms where people "spend their time in the digital age", in a way that is "both intimate and honest".

Nicola Formichetti, Diesel’s artistic director, said: "Our worlds, online and offline, are completely merged. Digital is now more real than reality. Emojis have become the new Esperanto, a universal language which is understood by millions.

"We worked with director/photography duo Santiago & Mauricio to shoot fun, instant video clips before the traditional advertising images. It was really important to speak today’s language as phones and computers are the tools we connect with."

Brand: Diesel

Agency: Spring Studios, New York

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