Agency: CHI & Partners
By JERRY FIELDER, campaignlive.co.uk, Friday, 09 August 1996 12:00AM
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
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
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
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
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
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.
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
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
This article was first published on campaignlive.co.uk
Agency: CHI & Partners