55DSL: Fun with Robots

Dutch agency KesselsKramer, long noted for its weird work for Diesel, isn't letting us down with another fashion client, 55DSL. In a new brochure, part of a mechanized multimedia effort (see

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Dutch agency KesselsKramer, long noted for its weird work for Diesel, isn't letting us down with another fashion client, 55DSL. In a new brochure, part of a mechanized multimedia effort (see www.55dslrobotlab.com), robots test the clothes. As writer Job van Dijk explains, "the spring/summer campaign is based on the idea of mimicking dangerous situations 55DSL wearers could end up in, which could affect the clothing. We create all sorts of real situations in a laboratory environment, like the effect of the clothes being run over by bikers, leaving oil stains all over." KK teamed up with a Berlin robot factory called Robocross to make these wonderful machines, "like the stomping-feet robot that creates the kind of wrinkles you end up with after being trampled by a complete American football team you've pissed off," adds van Dijk. "Or the grass stains you probably find on your knees after mistaking a cow for a bull." Pretty funny for a guy named Job, no? But the robots have been let out to pasture. "Now that the collection is finished and shipped, they became obsolete," he notes. "To get some return on this rather steep investment, they were sold to a group of traveling robot fanatics who visit underground theater festivals throughout Europe."
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About

Credits
Date
Feb 10, 2005
Client:
55DSL
Producer:
Julia Llamas
Strategy Planner:
Chris Barrett
Creative Director:
Dave Bell
Art Director:
Ewoudt Boonstra
Copywriter:
Job van Dijk
Photographer:
Simen Johan
Robotics:
Frank Barnes
Robotics:
Bastiaan Maris
Agency:
KesselsKramer
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