Cheeky new Diesel work dominates Toronto’s Union Station

Italian fashion brand Diesel's tongue-in-cheek new campaign aims to raise awareness about global warming, and has taken over Toronto's busy Union Station. Campaign images can be found in over 200 different spots including floor decals, stairs and walls.
By Annette Bourdeau
February 1, 2007

Diesel’s global campaign, which broke yesterday, features highly stylized photos of oblivious models posing in familiar landmarks transformed by the effects of global warming. For example, New York City submerged in water, a tropical Eiffel Tower and a beachy Mount Rushmore. The tag is ‘Global Warming Ready.’

Print ads are running now through April in pubs like Flare, Elle and several major dailies. They drive people to Diesel’s partner, www.stopglobalwarming.org, a grassroots global warming awareness group. OOH elements are running in Montreal, Vancouver and Toronto, and include a wrapped King streetcar.

Canadian media buys were handled by Toronto-based Endeavour Marketing & Communications.