Diesel 55DSL gives Leg global account

by Kate Nicholson, Campaign 02-Sep-05

Diesel's streetwear brand, 55DSL, has handed the Paris-based agency Leg its EUR2 million global creative account.

Leg won the business after a three-way pitch against Karmarama and
TBWA\London.

55DSL wants to raise its profile and distinguish itself from the main
Diesel brand. Leg is believed to be developing a visual campaign around

the idea "feel at home".

Kristian Kristiansen, the head of marketing at 55DSL, first approached
agencies in May, after the company revealed it would be reviewing out of
the Amsterdam-based agency KesselsKramer.

55DSL launched in 1994 and is distributed globally. The brand is
available in the UK, Japan, Italy, Germany, France and the US. The
clothing range is designed to appeal to young consumers who are
interested in action sports and urban culture.

Diesel's main fashion brand handed its pan-European account to the
Havas-owned ER27 in April.