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Guest commenter's picture
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Paradiset DDB and Diesel did the same thing in 2001, and the campaign was awarded with a Grand Prix at Cannes Lions the same year. The winning ads transpose traditional images of poverty-stricken third world Africa and modern, high-living European society. Each ad features several black people in trendy Diesel clothes enjoying a lifestyle replete with champagne, cocktail shakers and laptops. Superimposed on each ad is a newspaper article from the fictitious The Daily African describing the freeing of African hostages held for 148 days by desperate rebels from California, or African diplomats addressing the growing problems of Europe.

Ironically, Paradiset DDB lost the Diesel account after a decade to Amsterdam agency Kessels Kramer the same year.

Kateter's picture
Activity Score 2029

it was right Paradiset lost the account. they got totally lost with strategy.
Kessels Kramer connected it with zeitgeist again. which continues to this day with great stuff.

Anders's picture

Great. Very good