Media: Strategy of the week - Diesel's daydreams invite customer interactivity.(Diesel dream)

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.