55 DSL: Beware

KesselsKramer and 55DSL are at it again with the latest demented "home"-themed campaign. As KK strategist Chris Barrett points out, this "feel at home" concept is "kind of odd" for what is, after all, a casual clothing l

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KesselsKramer and 55DSL are at it again with the latest demented "home"-themed campaign. As KK strategist Chris Barrett points out, this "feel at home" concept is "kind of odd" for what is, after all, a casual clothing line, but that can only be a good thing for this client, and it's indeed "a longterm strategy for 55DSL. It's an ironic take on the fact that these are 'outside' urban products," Barrett explains. "It's also about feeling at home wherever you are, whoever you're with." But at the same time, "the idea here is that your home is where most accidents happen, so be careful. It's an ironic take on all the safety warnings on things like kitchen knives and irons." OK, so it's waffle irony (see the PDF). The photography is by noted mask master Jean-Pierre Khazem
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About

Credits
Date
Nov 17, 2005
Client:
55 DSL
Strategy:
Chris Barrett
Art Director:
Ewoudt Boonstra
Copywriter:
Job van Dijk
Print Production:
Pieter Leendertse
Print Production:
Jeannette van Luttik
Photographer:
Jean Pierre Khazem
Agency:
KesselsKramer
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