CAMPAIGN-I: Ehsrealtime reveals online Diesel branding campaign

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'.

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.'



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).