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, 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 fashion these wonderful machines, like the one that makes "the grass stains you probably find on your knees after mistaking a cow for a bull," the droll van Dijk continues. 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."
Client: 55DSL Agency: KesselsKramer, Amsterdam Strategy: Chris Barrett CD: Dave Bell AD: Ewoudt Boonstra CW: Job van Dijk Photographer: Simen Johan Robotics: Frank Barnes, Bastiaan Maris Producer: Julia Llamas