Diesel launches "Global Warming Ready" campaign

    Cutting-edge Italian fashion brand raises awareness of one of the most
    serious environmental issues of our time

    TORONTO, Jan. 31 /CNW/ - Diesel launches its "Global Warming Ready"
campaign in Canada today, a thought-provocative, international advertising
concept designed to ignite debate while raising awareness of the issues
surrounding climate change. The campaign is one of the largest in Diesel's
Canadian history featuring newspaper, magazine, transit and an unprecedented
outdoor execution.
    The campaign follows Diesel's tradition of generating attention and
provoking discussion of serious societal issues with a tongue-in-cheek ironic
voice. "Global Warming Ready" portrays the potential look of this new world
while representing it in an aesthetically beautiful way. The shocking effects
of Global Warming are not immediately noticeable but are subtly revealed
through details in the ads depicting ordinary scenes in a surreal, post-Global
Warming world.
    The advertisements feature New York completely submerged in water, St.
Mark's Square in Venice filled with tropical birds rather than pigeons, the
Eiffel Tower in Paris surrounded by the jungle, a flooded Rio de Janeiro, a
beachy Mount Rushmore in South Dakota and Finland, once Nordic, turned into a
    Diesel does not use dramatic tone or shocking images in its campaigns.
"Global Warming Ready" explores the issue and its possible consequences with
subtle and beautiful images that make people think as they begin to sink in.
The print ads are supported online with various consumer materials including,
"Ten things you can do to stop Global Warming", a Global Warming report and a
link to Diesel's partner, www.stopglobalwarming.org, an online grassroots
movement designed to bring citizens together to demand solutions to Global
Warming. Diesel is also encouraging customers to watch Al Gore's
Oscar-nominated documentary An Inconvenient Truth on DVD.
    The ads are slated to appear through April nationally in print media such
as Elle, Elle Quebec and Flare magazines and major daily newspapers across the
country. This season, Diesel is also executing a significant outdoor campaign
consisting of billboards in Montreal, Toronto and Vancouver as well as King
busboards and a wrapped King streetcar in Toronto. Commuters in Canada's
busiest transit station will also be surrounded with the campaign images as
Diesel will take over Union Station covering walls, floors and stairs in over
200 places.
    For more information on the brand and its activities visit

    Please consider the environment before printing this press release.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/

For further information:

For further information: or to receive high resolution images, please
contact: Alison King/Shauna Simons, Media Profile, (416) 504-8464,
alison@mediaprofile.com, shauna@mediaprofile.com

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