Hi—I'm Guillaume, a Creative Director from Paris now living the Dutch life in Amsterdam. Until I save up enough money to realize my dream of becoming a star-faring astrotourist, I’m realizing new, transformative ideas, back here on Earth.

Client
Diesel

Agency
Anomaly Amsterdam

Role
Senior Creative

How to build unity in a world about to build walls?

Context Since its creation, Diesel has always been known as the voice of the braves.

Mission To inspire and redefine bravery in a world suddenly led by hate and fear.

Idea Make Love Not Walls, a love-anthem and tribute to those who got the wrecking balls to take down the barriers between us.

Above Make Love Not Walls, directed by the world's famous photographer and longtime Diesel collaborator, David La Chapelle.

The Launch

The campaign was launched across the globe as the promise to erect a $11 billion wall between the US and Mexico was driving a political agenda of anger and intolerance.

'We need to have the balls to break down barriers in a moment where fear is making the world divided with more walls. The future is about opening up and giving a positive output. Diesel always had and will always be a cultural commentator tackling relevant issues' said Diesel's Founder Renzo Rosso

Above The campaign in Berlin at the Eastside Gallery

Out Of Home

Amplify

Above Diesel's life-size, rainbow-coloured inflatable tank on Foley Square, New York.

As part of the campaign’s activation, we set up a life-size, rainbow-coloured inflatable tank (a key icon throughout the wider campaign) across key markets on February 14th.

Following the launch, Diesel was once again applauded across the globe for their bravery.

Social Media

Making-of

The campaign was shot by David LaChapelle in collaboration with Nicola Formichetti and Jacob Wildschiødtz.

Awards & Press

Cannes Lions 2017
5x Bronze (Outdoor)

D&AD 2017
GRAPHITE PENCIL (Outdoor Advertising)

Epica Awards 2017
BRONZE (Fashion, Footwear & Personal Accessories)

Clios 2017
4x SHORTLISTS (Fashion Photography)

The Guardian
David LaChapelle: can the king of hyper-real photography help heal the world?

Dazed
Make Love Not Walls – Diesel debut anti-division campaign

Fast Company
Diesel Tears Down A Wall In Its New David LaChappelle-Led Campaign

Adweek
Diesel and David LaChapelle Offer Joyous Resistance With the Flamboyant ‘Make Love Not Walls’ Campaign

It's Nice That
David LaChapelle takes on Trump's wall with flamboyant Diesel campaign

Forbes
This Fashion Brand Wants You To Make Love, Not Walls

Since 2023, I've been working at GUT Amsterdam.

Current

2023 → Creative Director
@ GUT Amsterdam

Past

2021 → Creative Director
@ 72andSunny Amsterdam
2020 → Associate Creative Director
@ 72andSunny Amsterdam
2018 → Senior Creative
@ 72andSunny Amsterdam
2017 → Associate Creative Director
@ Anomaly Amsterdam
2015 → Senior Creative
@ Anomaly Amsterdam
2013 → Senior Creative
@ Fred & Farid Paris
2012 → Art Director
@ Magic Garden
2010 → Art Director
@ TBWA Paris

Awards

Don't Drink Hertog Jan
→ Cannes Lions 2024
SILVER (Direct)

Torrents of Truth
→ Anthem Awards 2023
GOLD (Humanitarian Action & Services - Product or Service)
GOLD (Humanitarian Action & Services - National Awareness Campaign)
SILVER (Humanitarian Action & Services - News & Journalism)
SILVER (Humanitarian Action & Services - Awareness & Media)
→ Shorty Awards 2023
WINNER (Pro Bono, Emerging Platform)
AUDIENCE HONOR (Pro Bono, Emerging Platform)
GOLD (Local Campaign)

Behind the Source
→ Eurobest 2020
GOLD (Digital Craft)
→ ADCN 2021
GOLD (Diversity, Equity & Inclusion)
FINALIST (Digital Craft)
→ Clio Awards 2020
BRONZE (Cause Related)
→ Epica Awards 2020
BRONZE (Websites)
BRONZE (Public Interest - Social)
→ Lovie Awards 2020
GOLD (Best Cause Marketing Campaign)
→ Caples 2020
Silver (Digital B to B)
Silver (Digital B to C)
Bronze (Not for Profit)
Bronze (PR)

United Earth Space Force
→ Awwwards 2020
SITE OF THE DAY (October 30, 2020)

S-Park
→ D&AD 2019
Future Impact Winner (Initiative / Environment and Sustainability)
→ Index Award 2019
Finalist (Community)

CAR-2-BIKE
→ Cannes Lions 2019
Bronze (Creative eCommerce)
2x Shortlists (Creative eCommerce)
Shortlist (Creative Data)
→ D&AD 2019
Shortlist (Campaign / Environment and Sustainability)
→ Epica Awards 2019
Silver (Promotions & Incentives)
Shortlist (Public Interest - Environment)

GIVE-A-SHEET
→ One Show 2021
Shortlist (User-Generated Content)
Shortlist (Innovation in Lockdown)

Search Sounds
→ FWA
FWA of the Day (September 6, 2019)

Make Love Not Walls
→ Cannes Lions 2017
5x Bronze (Outdoor)
→ D&AD 2017
Graphite Pencil (Outdoor Advertising)
→ Epica Awards 2017
Bronze (Fashion, Footwear & Personal Accessories)
→ Clios 2017
4x Shortlists (Fashion Photography)

Museum of Wi-Fi
→ AWWWARDS 2016
Honorable Mention (Site of the Day)

The Anti-Foot Can
→ Cristal Festival 2014
Gold (Marketing Innovation)
Bronze (Brand Entertainment & Content)
Bronze (Consumer Marketing)
Bronze (Outdoor)
4x Shortlists
→ New York Festivals Advertising Awards 2015
Gold (Branded Entertainment)
→ Webby Awards 2015
Nominee (Social)
→ Eurobest 2014
Finalist (Innovation)
→ Grand Prix Stratégies du Brand Content 2014
Gold (Event)
→ Grand Prix Stratégies du Sport 2014
Gold (Event)

En Mode Voiture
→ Grand Prix du Brand Content 2013
Gold (Charity / Social / Great Causes)
→ Grand Prix Stratégies du Marketing Digital 2013
Gold (Interactive Movie)

Gère ton Permis
→ Grand Prix du E-Marketing 2013
Bronze (Online Campaign)
→ Grand Prix du Brand Content 2012
Gold (Bank / Insurance)
→ Top Com Consulmer 2012
Bronze (Online Campaign)