Diesel, the high fashion youth brand, is preparing to launch an online branding initiative through ehsrealtime to introduce its new spring/summer collection called 'Le Chic Afreak'.
The online drive has been designed to complement the brand's existing offline strategy, and is expected to launch over the next two weeks.
The campaign turns the world on its head, making Africa a first world country and portraying the US and Europe as third world countries. The website is based around the idea of a daily newspaper in Africa, called The Daily African (www.dailyafrican.com), which reports on the poverty and deprivation within Europe while Africa's young jet-setters are documented going to IPO parties and other glamorous events.
Peter Ashton, the art director and senior designer on the Diesel account at ehsrealtime, said: 'Each time a new collection comes out, Diesel tries to do something radically different.' He said that the format of The Daily African corresponds to the design of the print catalogue for the new Diesel collection.
The ehsrealtime work follows its 'Joanna' campaign created last year, which won the DMA gold award. Ehsrealtime created a fictitious Polish country and western singer for the campaign. Visitors to the site could download Joanna's singles.
Bob Shevlin, the director of interactive marketing for Diesel, said: 'The theme of our spring/summer clothing collection this year is Africa, and we wanted to follow this theme online.'