In 1993 DIESEL JEANS Italy hired Pierre Winther to pave the way for a new direction in image and style. In collaboration with the Diesel Headquarters and the agency Paradiset from Stockholm, Winther created and realized the campaign”Successful Living” which combined a complex staging and grotesque scenarios such as a car crash or a bizarre church event.This world is composed of twisted reality, dark humor, latent ambiguity and includes not uncommonly a comment on society and human behavior The campaign broke the pattern of common perception: The images caused a worldwide hype; consumers collected the sought after posters and other materials. The Diesel brand itself experienced a quantum leap in the matter of image global and brand awareness. Diesel evolved to one of the leading Denim brands around the globe.“

House of Love, 1994

August 26, 2014