For its latest ad campaign devoted to the fall/winter 2009 collection Diesel used illustrations by Jason Nocito , which showed different black, brown and white bears.

With a help of these heroes Diesel has discussed some situations from an everyday life to underline that “happiness comes through doors you didn’t even know you left open”. All you need is to think careful, and you will find it.

For instance, this picture (pic.) describes the way one can save some money by scrapping plans for holiday trips.

Diesel tells the campaign resulted in “bear protests” held around the world in the end of 2009. Bears took to the streets to show their opinion about this “unfair sexual objectification”. Here is a “report” of the WBRZ channel (video):





Diesel history