Diesel's daydreams invite customer interactivity

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.

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.

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