Media: Strategy of the week - Diesel's daydreams invite customer interactivity

The new ad campaign gives its audience entertainment online, Kate Nicholson says. "For successful living" has become Diesel's anti-hype strapline, and its advertising often seems to have little to do with clothes at all.

Once again, Diesel has ignored the standard, pre-packed glamour of fashion advertising, instead producing a set of edgy ads.

Thursday 29 July saw the launch of Diesel Dreams, a campaign which, as well as promoting the Diesel label, also gives exposure to 30 international film-makers, animators, artists and illustrators.

Daydreaming models are at the centre of the campaign, with the majority of spend focused on print, as part of a multimedia push jointly created by the independent Dutch agency KesselsKramer and Diesel Creative. UK media buying was through Red Media with outdoor buying through Poster Publicity.

Each of the images featured in the print ads uses the idea that anything is possible in the world of dreams. The ads run in mainstream and niche magazines that represent the areas that Diesel supports: fashion, music, cinema, art and design and new media. Titles used include Dazed & Confused, Pop, Wallpaper, Arena and Marmalade.

The campaign features models with their eyes closed in unusual or surreal situations. Consumers are invited to escape into the dream by visiting Diesel's website (created by EHS Brann) at www.diesel. com. "Here the print campaign's dreams are realised in film format, exposing the reader to as many images and dreams as possible," Mark Savage, the worldwide marketing planner at Diesel, says.

A DVD of 30 short films is attached to the seasonal Diesel catalogue and to selected international publications including i-D, Creative Review and Raindance Film Festival magazines. The DVD will also be distributed in Diesel stores worldwide. The films comprise a bizarre blend of barking grandmothers, ticking shadows, huge carrots, giant ice-creams and people with animals living inside them.

Dave Bell, the writer and creative director at KesselsKramer, explains: "It's a voyeuristic thing - like dipping into people's heads and viewing their fantasies. The idea always takes inspiration from Diesel's collection, which had a fantasy and adventure theme.

"We wanted to contrast very peaceful images of people daydreaming with more crazy, 'anything's possible' moving images of what they are dreaming. In short, escape into your dreams for successful living."

The strategy behind Diesel's campaign is just as unconventional. Matthijis de Jongh, a media strategist at KesselsKramer, explains: "The target group is people who like Diesel and its attitude. The right audience will find Diesel, not the other way round. The audience has a variety of tastes, so to be compelling to all these people, it's vital to have a variety in communication."

His fellow media strategist Chris Barrett says: "Diesel aims to involve the audience, making active rather than passive communication. The campaign cannot be seen in one place only, you have to move through media, starting, in the first instance, with print."

Through the creative use of digital media, Diesel's communication goes beyond being a one-way message, becoming instead a complex and entertaining dialogue between Diesel and its customers, enabling active participation and interaction with the brand.

Client: Diesel

Media: Press, poster, online and 30 short films available on DVD

Agencies: KesselsKramer, Red Media, Poster Publicity, EHS Brann

Media idea: Communicate Diesel's creativity through a constantly

changing communication strategy