Recent campaign for clothing brand Diesel, by Paris-based agency Marcel, has been surrounded by a fair amount of discussion as to the use of such images.
Campaign which included the printed ad's above and a moving image piece following a similar concept, was for Diesel's current Summer '07 collection and bears the strapline 'Global Warming Ready'. As it could be expected there has been alot of talk surrounding the 'correctness' of the company producing advertisements such as this just to sell their clothes, with interesting points being raised on both sides.
Diesel has, on one hand, used a very current issue that already has a high level of awareness surrounding it, to attract the audiences' attention; the line 'global warming ready' was argued by the brand to communicate a positive message both about the company itself and it's consumers - they are ready to approach and deal with the subject of global warming.
However some argued Diesel is exploiting the issue of global warming for advertising and business purposes. The artwork and creative direction is innovative and unique - by using recognisable locations/landmarks but changing their appearances to suggest the effects of global warming on the planet, striking, eye-catching images have been created. It attracts the audiences' attention and offers an 'eye-opener' as to what may happen if we don't take action yet by using these shocking images, Diesel's main priority is to increase brand awareness and sales - is this morally correct?
The brand is raising awareness of an important issue impending on our future and the Diesel demographic may be one group of society that really needs such a wake up call. But by associating such a serious issue with the likes of fashion, materialism and our consumer culture, the campaign seems to soften it. The campaign is impacting yes, but if we are continuously exposed to issues in such a context, will they still remain as serious to us? Instead, perhaps Diesel should focus on how the company and it's consumers can decrease their impact upon the planet.