The Diesel Timeframes brand philosophy, 'Time to be Brave,' encapsulates its mission to grab hold of life's opportunities and make the most of every moment. To promote this attitude CP+B London created the Days to Live campaign, inspiring people to step back from their daily routine, reevaluate their lives and make their wildest dreams happen now. The campaign uses an online questionnaire to calculate the user's number of 'days to live.' It then helps people live every one of those days to the fullest with a unique alarm clock app. The campaign was supported with TV and online content, POS and social media activity.