Diesel launches its "Global Warming Ready" campaign, a thought-provocative, international advertising concept designed to ignite debate while raising awareness of the issues surrounding climate change.

The "Global Warming Ready" campaign, one of the largest in Diesel's Canadian history, portrays the potential look of this new world
while representing it in an aesthetically beautiful way. The shocking effects of Global Warming are not immediately noticeable but are subtly revealed through details in the ads depicting ordinary scenes in a surreal, post-Global Warming world.

The advertisements feature New York completely submerged in water, St. Mark's Square in Venice filled with tropical birds rather than pigeons, the Eiffel Tower in Paris surrounded by the jungle, a flooded Rio de Janeiro, a beachy Mount Rushmore in South Dakota and Finland, once Nordic, turned into a desert.

Diesel does not use dramatic tone or shocking images in its campaigns. "Global Warming Ready" explores the issue and its possible consequences with subtle and beautiful images that make people think as they begin to sink in.

The print ads are supported online with various consumer materials including, "Ten things you can do to stop Global Warming", a Global Warming report and a link to Diesel's partner, www.stopglobalwarming.org, an online grassroots movement designed to bring citizens together to demand solutions to Global Warming.

Diesel is also encouraging customers to watch Al Gore's Oscar-nominated documentary An Inconvenient Truth on DVD.