Diesel's Global Warming Ready Campaign
References: diesel & theverychronicles.blogspot
Diesel's latest advertising campaign is timely to say the least. The campaign depicts a drastically changed world, altered by the effects of Global Warming. Taking on a long time serious issue, but one that has in recent months become a very 'hot' topic (no pun intended!).
The striking and sophisticated images are set in various locations around the world, each having succomb to the effects of Global Warming; From New York sky scrapers emerge from the ocean, with flood waters upto the 50th floor to more subtle interpretations, such as tropical parrots taking the place of pigeons as the native bird in Venice's fames St Marco's Square. In all of the images, shot by fashion bad boy Terry Richardson, the people (dressed in Diesel naturally), seem unperturbed by the new environment, and in most cases are enjoying the new warm conditions. When you first see the images they seem quite normal beautiful fashion images, but it is only on the second look that they reveal their true story. Initially the images could be interpreted as saying that Global Warming might just not be such a bad thing, but it doesn't take much to realise that the radical changes in the portraid environments can only underline the potential disasterous scenarios that could lay ahead. Considering that we are bombarded with tabloid style news with it's hyperbowl horror story approach, this is an interesting and more thought provoking way of bringing attention to the issue, but leaves the viewer the opportunity to draw their own conclusions.
The striking and sophisticated images are set in various locations around the world, each having succomb to the effects of Global Warming; From New York sky scrapers emerge from the ocean, with flood waters upto the 50th floor to more subtle interpretations, such as tropical parrots taking the place of pigeons as the native bird in Venice's fames St Marco's Square. In all of the images, shot by fashion bad boy Terry Richardson, the people (dressed in Diesel naturally), seem unperturbed by the new environment, and in most cases are enjoying the new warm conditions. When you first see the images they seem quite normal beautiful fashion images, but it is only on the second look that they reveal their true story. Initially the images could be interpreted as saying that Global Warming might just not be such a bad thing, but it doesn't take much to realise that the radical changes in the portraid environments can only underline the potential disasterous scenarios that could lay ahead. Considering that we are bombarded with tabloid style news with it's hyperbowl horror story approach, this is an interesting and more thought provoking way of bringing attention to the issue, but leaves the viewer the opportunity to draw their own conclusions.
Trend Themes
1. Global Warming Awareness Advertising - Opportunity for companies to create advertising campaigns that raise awareness about global warming in a creative and thought-provoking way.
2. Climate Change Adaptation - Opportunity for companies and individuals to adapt and develop innovative solutions to the changing environment caused by climate change.
3. Sustainable Fashion - Opportunity for fashion companies to create sustainable fashion products that consider the impact on the environment and address the issue of global warming.
Industry Implications
1. Advertising - Opportunity for advertising companies to create unique campaigns that highlight the issue of global warming and inspire change.
2. Environmental Consulting - Opportunity for environmental consulting companies to work with businesses and organizations to develop actionable plans to mitigate the effects of global warming.
3. Fashion - Opportunity for fashion companies to create sustainable clothing lines and reduce their carbon footprint, inspiring change in the industry as a whole.
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