Diesel Timeframes aims to challenge our relationship with time and to live life more bravely. The brand philosophy, ‘Time to be Brave’, encapsulates their mission to unleash time’s potential and urges people to grab hold of the opportunities that time creates. This attitude drives everything from the bold designs and exclusive collaborations of the Diesel Timeframes collection, to the essence of their communications.
This week Diesel Timeframes will launch their new global campaign ‘Days to Live’, inspiring people to step back from their daily routine, re-evaluate their lives and make their wildest dreams happen now, not later. The campaign will use an online questionnaire at www.Diesel.com/daystolive
that calculates the user’s number of ‘days to live’. In doing so, Diesel Timeframes explores how society is content with celebrating how many years we have lived, and how we’re less comfortable in recognizing the time we have ahead.
Diesel Timeframes will then help people live every one of those days to the full with a unique alarm clock App. It will wake them up with a reminder of the number of days they have left to live and an inspirational message of how they can live that day more bravely.
The campaign will be supported with social media, online content, POS internationally, with key markets including USA, Japan, Italy, France, Germany, UK, Benelux and Korea.
The campaign was created by Crispin Porter & Bogusky, directed by Anthony Dickenson through Pulse, and in conjunction with digital production company Storythings.
Project name: Days To Live
Creative agency: Crispin, Porter + Bogusky
Client: Diesel, Fossil.
Executive Creative Director: Matt Gooden
Creative director: Henrik Delehag
Art directors: Martin Jon Adolfsson, Philip Sinclair
Writer: Emma Penz
Producer: Rob Steiner, Donny Brown
Planner: Wojtek Szumowski, Ruth Chadwick
Media agency: Mindshare / Media Executive / Climats
Director: Anthony Dickenson
TV production company: Pulse
Digital production company: Storythings
Exposure: Digital, out-of-home, retail, social media.