The press campaign, created by Amsterdam-based KesselsKramer, is shot in muted tones and shows people overly exerting themselves at what are usually simple tasks. The campaign is called "Today we work hard" and uses signage similar to that seen on building site safety signs.
One of ads shows two women straining to push a shopping trolley with its sign reading: "Today we work hard to get dinner". In another execution, a man hunts down the back of his sofa with an anguished look on his face, while the accompanying sign says: "Today we work hard to find the remote control".
British photographer Finlay MacKay shot the campaign, marking the first time he has worked on a commercial shoot. The campaign was art directed by Erik Kessels and the copywriter was Tyler Whisnand.
The campaign will run globally, with UK media focusing on cutting-edge fashion and style magazines such as Arena Homme Plus, Sleazenation, The Face and newer titles such as Lab magazine, Marmalade and Exit. Red Media handled the UK planning and buying.
KesselsKramer won the Diesel account in 2001 from the long-standing agency Paradiset DDB, based in Stockholm, which worked on the account from 1991 to 2001.
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