INTERACTIVE: Interactive Gallery

By JERRY FIELDER, campaignlive.co.uk, Friday, 09 August 1996 12:00AM

Diesel Jeans

Diesel Jeans



A site to polarise opinion. Ghastly though the concept is, I thought it

rather ‘cool’- ridiculous for a middle-aged man to say, I know. Diesel

has succeeded in producing a site that is visually beguiling and invites

participation with bold graphics and unambiguous imagery. It reflects

the style and form of Diesel’s innovative magazine advertising - quirky,

even gimmicky in places, though never patronising. In reality it says

little about the product, but a lot about the brand’s attitude.

Describing the Diesel stockists in the South as ‘southern scum’

exemplifies this - I’m sure Harrods and Selfridges will see the joke.

There are a few ‘dead ends’, but it’s worth the visit.



But this is not a universally held view. A colleague, very much within

the target market, said that it was like walking back through time to an

incredibly tacky part of the 70s, where you are bombarded by pastel

backgrounds and obnoxious foreground colours - the nauseating end of

retro.



But then you can’t please everyone. You’ll have to try it out for

yourself; the jury’s still out.



Client: Don Henshaw, managing director, Diesel Jeans



Brief: Leverage the unique brand properties of Diesel Jeans on to a new

media. To maintain and update the site monthly



Created: by Hard Media



Address: www.diesel.co.uk



Electronic Telegraph



What do you mean the site has never been reviewed by Campaign?

Ridiculous but true.



We ‘onliners’ owe the Daily Telegraph a debt of gratitude for being the

first national newspaper to take the online gamble.



The site sticks rigidly to the newspaper metaphor. Clear sections allow

the viewer to search and browse and each page gives a brief outline of

the stories - you then merely have to click and read. The design is

user-friendly and navigation easy.



Whereas other sites often use technology as a cosmetic gimmick, the

Telegraph concentrates its technical wizardry in improving the site’s

utility.



Electronic Telegraph remains essentially bedded within its parent. Maybe

a touch worthy, but like its parent, it accepts the role of humour (see

the Matt compendium) and personality, as exemplified by some of the

lighter stories and the crossword - and yes, it has a great sports

section.



Client: Hugo Drayton, publisher, Electronic Telegraph



Brief: Fight for brand share in a new medium and reposition the brand

values in the minds of a younger target audience



Design: In-house



Address: www.telegraph.co.uk



George magazine



I’m not supposed to review American sites, but I refuse to accept this

restriction. George magazine, edited by John Kennedy Jnr, is a

combination of politics, lifestyle, glitz and Americana, and was the

first magazine launched simultaneously online and as hard copy.

Successfully.



It uses the Web to its best advantage. It has a contemporary, accessible

design but it never forgets that content is king. Many of the articles

in the hard copy are published online in a point and click format. What

it doesn’t cover regarding the American political scene isn’t worth

knowing. E-mail any politician, enter the world of virtual politics.



A few issues ago, I bankrupted America playing George’s financial

modelling game. A lesson in online publishing.



Client: Paul DeBenedictus, president, Hachette Filipachi New Media



Brief: Create a version of George magazine tailored to the Web



Art director: Angela Funk



Programming: Barry Joseph, Matthew Harris, Caroline Oudin



Address: www.georgemag.com



Channel 4



If it’s merely television programmes that appeal, you will find the

Channel 4 site a workmanlike offering with clearly labelled content,

bolstered by just enough animated gifts and video clips to retain

interest. I assume there’s more to come.



But if you were a fan of the Tour de France, the site was a day-by

-day treat. I know of no similar site that better exemplifies the

comprehensive added value that the Net can deliver.



It also allowed me those important diversions. During, ‘I’m afraid he’s

on the phone, will you hold?’, I would download a video clip of a

previous stage. I’m looking forward to learning about basketball later

in the year.



Client: Sophie Walpole, Website editor, Channel 4



Brief: Build an intuitive structure that could house the largest content

site in Europe and continue to grow



Created by: Online Magic



Production: Michael Martin, Finbar Hawkins



Programming: Jonathan Sloman, Carolyn Shafran



Address: www.channel4.com



This article was first published on campaignlive.co.uk

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