adcampaign

Slide 2: 

The Global Warming Ready campaign, one of the largest in Diesel's history, portrays the potential look of this new world after global warming.

Slide 3: 

Diesel launches its «Global Warming Ready» campaign, a thought-provocative, international advertising concept designed to ignite debate while raising awareness of the issues surrounding climate change. The «Global Warming Ready» campaign, one of the largest in Diesel's Canadian history, 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.

New York City submerged : 

New York City submerged

Tropical birds in St Mark’s Square, Venice : 

Tropical birds in St Mark’s Square, Venice

Rio de Janeiro underwater : 

Rio de Janeiro underwater

Beach scene at Mt Rushmore : 

Beach scene at Mt Rushmore

Tropical plants growing in Paris : 

Tropical plants growing in Paris

Sandy desert overtakes the China Wall : 

Sandy desert overtakes the China Wall

London a water playground : 

London a water playground

Slide 11: 

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.

Slide 12: 

Possibly. The funny thing about the "Global Warming Ready" campaign is that Diesel gets to have it both ways. Its arch attitude represents the triumph of cleverness over meaning, of sarcasm over what's sacred. It speaks to a culture of parody, in which the meta-news is invoked before the actual news is digested. (Or, as in the recent death of Anna Nicole Smith, the jokes begin before the body grows cold.) The photographic landscapes of Diesel's print campaign are surreal, but certain conventions of the fashion world are secure: The models are still svelte, and stylishness still triumphs over all. You can't be too well-dressed for the apocalypse.