On Wednesday 31st August, Sydney’s Sun Studios became the Land of the Stupid, Home of the Brave as clothing brand Diesel hosted a ‘provocative party’ for over 250 guests, orchestrated by the event team at alive.
Brand ambassador Alexandra Richards (daughter of Rolling Stone Keith Richards) joined 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 for this exclusive event.
The event saw Sydney’s Sun Studios transformed into Diesel Island for the clothing brand.
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 f**cked up, but Diesel Island is the least f**cked 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 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 brand’s 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 attained somewhat of a celebraty status appearing 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.
Catering for the event was provided by Katering as 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.
Production AV and audio for the event was provided by Austage.
“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,” said Leanne Wall, brand collective marketing manager, Diesel.
“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 Isalnd in Australia,” said Ant Hampel, director, alive.