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KesselsKramer has unveiled its first work for Diesel since it won

the account in February.

The global campaign moves on from Paradiset DDB's work, which won the

Grand Prix at the Cannes International Advertising Festival last

month.

It focuses on the concept of preserving youth and looks for centuries

and will consist of poster, press and outdoor executions.

The ads, which break next week, all consist of shots of models wearing

Diesel clothing. All of them claim to have been born in the 19th

century.

The executions aim to offer advice on how to maintain looks and

vitality.

One ad shows a couple inhaling oxygen accompanied by the quote:

"Breathing pure oxygen keeps us moist and clean. Who cares if the world

is polluted? Thanks to our friend O2 we can ignore all the dirt and stay

beautiful ... forever."

KesselsKramer's creative director, Dave Bell, said: "Diesel has a

ten-year history of ironic advertising. If you look at the last

campaign, this is a new direction from that. It's a big social comment.

This is a new twist in terms of the execution and what it is saying. In

fashion, people are infatuated with themselves and their

appearance."

Another ad shows a person lying down with the advice that sleep can defy

ageing. "I've slept through one century and five marriages," the text

says. "Sleeping keeps me young and beautiful forever and I don't need to

worry about reality. Sweet dreams!"

All of the models take on an eerie look as they are wearing specially

moulded masks that give a doll-like appearance.

Red Media is handling the UK media. Karen Heuter art directed the ads

and Eric Kessels and Dave Bell acted as creative directors on the

work.

Photography was by Jean Pierre Khazem and production was through Art+

Commerce Paris.