Diesel musical - "The Future"

The idea for "The Future" stemmed from the idea that everyone feels the world of tomorrow is a bit gloomy and terrible. We thought that in this atmosphere it might be inspiring to bring back that optimism from the 70's that had a fantastic and "musical" idea of how the future might be.



Behind the Idea...

Creative team: The KesselsKramer Creative Team is comprised of four people: 2 creative directors, and a writer and art director. The 2 creative directors are Erik Kessels, Holland, and Dave Bell, Scotland. The writer is Tyler Whisnand and he is from the USA and the art director is Nils-Petter Lövgren who is from Sweden. Working with us is the Diesel Creative Team which is comprised of Wilbert Das, creative director of Diesel. He's from Holland. Lucinda Spera from Italy and Antonella Viero also from Italy. It is really a team effort as we consider Diesel our soul mates.



Format: Each Diesel communications plan involves multiple media. The concentration however, after the live performance of "The Future, a musical to believe in", is on outdoor and print advertising with a high end catalog that this time comes in the form of an album. Other media includes internet, POS, events and publicity stunts in the form of flash mobs. Also a music track was created by professional musicians, The Golden Tax Project, called "Move" which will be released as a single worldwide.

dea: The idea for "The Future" stemmed from the idea that everyone feels the world of tomorrow is a bit gloomy and terrible. We thought that in this atmosphere it might be inspiring to bring back that optimism from the 70's that had a fantastic and "musical" idea of how the future might be. We wanted to put fantasy and color and music back into the world of tomorrow. So, a musical was the perfect way to do that. We staged a musical, called "The Future", and the campaign comes out of that.



Where: We came up with it right here at KesselsKramer, Lauriergracht 39, Amsterdam 1016 RG, The Netherlands. We work in a 19th Century Church in the heart of Amsterdam that is nick named "Divine Providence". There are lots of garden gnomes, stained-glass windows and cups of coffee. We then took the idea to Italy where Diesel is and worked with them to evolve and execute the idea.

Satisfied: Overall yes. The photographer, Elaine Constantine, and her team were brilliant. Diesel's presentation of the campaign to their company was a big success. Now we have to see how the market responds. We would love to do more performances of "The Future" in the future.

Comment: You're very nice to ask us to write about the latest Diesel campaign and we all thank you from KesselsKramer. Keep the faith.