Diesel: Global Warming, Venice

Global warming ready

Advertising Agency: Marcel, Paris, France
Creative director / Copywriter: Frederic Temin
Art directors: Nicolas Chauvin, Romin Favre
Photographer: Terry Richardson

May 2007


Jarne von Wolfsburg's picture
Jarne von Wolfsburg
264 pencils


Very clever, claiming global warming first.

ivan's picture

I agree. Love it.

thirty6chambers's picture
1464 pencils

quite repulsive if you ask me.

esotericusername's picture
313 pencils

we didn't.

thirty6chambers's picture
1464 pencils

keyword: "if"

glad you're not a copywriter.

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

I wouldn't worry about it. Some people just like to start fights on the internet with some guy or girl they don't know in some country they've never heard of for the conversation. It's called not having a life.

esotericusername's picture
313 pencils

You shouldn't pick fights!

PaulyG_fill in the blank's picture
PaulyG_fill in ...
1148 pencils

oh, i'm not. Just explaining to this guy why he shouldn't let it get to him.

mrtalented's picture
2171 pencils

brilliant campaign. bravo!

roman-schwienbacher.com's picture
1021 pencils

great campaign

Punch's picture
612 pencils

1. Estéticamente la conciencia social queda como parte de la moda. (Insigth real)
2. La marca vende un futuro donde las cosas seguirán siendo las mismas. (Otro Insigth real)
3. No hay duda, es una campaña donde la muestra fotográfica, selección de modelos,
actitudes y dirección de arte en los detalles, es IMPRESIONANTE. Sí, me queda claro
que esta campaña es un fuerte favorito para Cannes.

Me gustaría pensar "si", que luego de tanto mensaje de conciencia social, hicieramos algo
que realmente detuviera el calentamiento global, la extinción de recursos, etc, etc.

Mientras tanto... bienvenidas las ideas.

"Aquí también se opina en español y em português".

"no silencies lo que no sabes expresar".

Joker's picture
85 pencils

I Love the photos..but I dont think we should represent global warming as something cool and fashinable...I get the irony behind it, but still...It is a little irresponsable in my opinion.

back2b's picture
191 pencils

DIESEL always uses irony in their campains.
And in my humble opinion all of them are outstanding.
Great intelligent advertising.

Don't like their products though...

lorem_ipsum's picture
196 pencils

very nice... and this I think is the best one of it...

Jarne von Wolfsburg's picture
Jarne von Wolfsburg
264 pencils

Fred & Farid: Benchmark creative team

copywritter6's picture
44 pencils

There's a mistake here. Fred n' Farid didn't do this campain. They moved before the client account went in Marcel Paris agency.

elmikel's picture
1147 pencils

photos are excellent!

This is not my brand but I always loved their ads. And I always thought diesel is just jeans (or maybe it had been just jeans till the global warming buzz?). Anyway, I'd like to point out that this is a clever strategy these dayz...

act's picture
535 pencils

love them all.

Dick Huges's picture
Dick Huges
937 pencils

Ok, this campaign is great? Yes it is. But take pictures of big cities with the ocean covering it's monuments is really really old. So what they did was to place a nice brand and hire a nice photographer and everyone forgot the idea has been done to death.

And Fred&Farid don't do anything nice for quite a long time now. This campaign you can say it is nice, but it is not new.

copywritter6's picture
44 pencils

Is the idea about ocean covering monuments? don't think so dude. Much better than that.

joelapompe's picture
3820 pencils

Ivan, here are the good credits for this french campaign :

Client : Diesel
Agency : Gossip / Marcel
Art Directors : Nicolas Chauvin, Romin Favre
Copywriter : Frederic Temin
Photo : Terry Richardson

ivan's picture

Thanks a lot!

chinaski's picture
951 pencils

irresponsibly repulsive campaign...
i even lost my symphathy for the brand.

Leandro's picture
117 pencils

brilhant campaing! Cannes for sure. And no more bla bla bla's.

addyong's picture
155 pencils

Love the campaign...

The messaged seems like / Sound stupid like "Models & Diesel consumer... It's cool & ready to get yurself burnt & enjoying yur skin cancer journey..."

Ogawavin's picture
8 pencils

took me a while to understand the campaign.. but after i got it, its a really good idea :D

Enas's picture
741 pencils

the photos should be more powerfull...or they idea not to be that direct (let it be diesel store's display will be better)...its weak...i love wearing diesel but can't feel the identity at this campaign...

Others have seen what is and asked why. I have seen what could be and asked why not.
Pablo Picasso

theanc's picture
2783 pencils

Please, someone. Why is this so good? I can´t find nothing really cool here that makes you say "Wow", "Cannes for sure".

joe bloggs's picture
joe bloggs
2 pencils

I like the shots overall. A little too post produced for my taste - and not like Terry Richardson's usual style.

What no one seems to comment on is why St Marks Square in Venice (frequently flooded for the past 500 years) is still above water - when elsewhere London and Mt Rushmore are flooded? Er doh! The parrots don't save it from lazy thinking.

Guest's picture

I was searching rushmore images and bump into these 3 amazingly clever compositions, shocking too.
For those who find it quite repulsive, it is probably intended to be as disturbing as ignorance of global warming of today.
Your conscience probably can't deal with it, as we all have partial balme in it.
Strangely enough, seems that most of people who like the brand, didn't like the message, and vice-versa lol

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