diesel ad campaign spring/summer 2007 are you “global warming ready”? chad anderson susie bafico
TRANSCRIPT
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Diesel Ad CampaignSpring/Summer 2007
Are you “Global Warming Ready”?
Chad AndersonSusie Bafico
![Page 2: Diesel Ad Campaign Spring/Summer 2007 Are you “Global Warming Ready”? Chad Anderson Susie Bafico](https://reader036.vdocuments.us/reader036/viewer/2022062409/5697bf831a28abf838c862ec/html5/thumbnails/2.jpg)
Diesel’s History
Italian based designer of mainly apparel goods that targets 18 - 35 year olds
Founded by Renzo Rosso and Adriano Goldschmied in 1978
Know as a fashion leader by defining their own styles and having unconventional working and advertising methods
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“Global Warming Ready” The 2007 campaign
used the threat of global warming as a basis for newspaper, magazine and billboard ads
Consistent with Diesel’s tongue-in-cheek, attention grabbing style
Generated very strong responses
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•Critics accused Diesel of mocking a serious issue
•Harder for those outside target group to understand
•Aesthetically pleasing ads showcase world landmarks and Diesel’s collection
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Diesel’s intent to raise awareness
Website promoted learning more, cheeky Q&A, links to Al Gore’s An Inconvenient Truth
Exploiting for business, spreading the message or just selling clothes?
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Was it effective? Stirred up controversy and
attention, all press is good press
Diesel’s Onion-esque satire works for their company
New campagin with a video called Diesel Health and Safety Procedures — because “shopping can be lethal”