Creativity

Diesel: Denim Dating

Though summer's in full swing, Diesel, like most in the clothing world, is already gearing up to roll out the fall line. But for this fashionista brand's autumnal denim campaign, the focus is on matchmaking just as much as p

Published on Jul 12, 2007

Editor's Pick

Though summer's in full swing, Diesel, like most in the clothing world, is already gearing up to roll out the fall line.  But for this fashionista brand's autumnal denim campaign, the focus is on matchmaking just as much as promoting the collection itself.

Diesel's official site
, meticulously designed by Madrid-based WYSIWYG, attests to this fact, as the homepage is literally an animated personals section that looks similar to one found in a regular paper. Drag your mouse and the page moves at an almost dizzying pace, displaying innumerable amounts of text—however nonsensical at times—within each tiny personal ad as well as larger, color 3D ads of Diesel models and their respective apparel.  

Those curious visitors can click on any model and read brief, charming copy describing their personality along with specs on the clothes they're wearing. Most enticing of all perhaps, email info is available for each specific male/female so if you're looking for a connection, you can take a chance and contact them.

Farce or not, it appears the models themselves also want to find an ideal mate, which is why you can add them to a wish list and also introduce their profiles to other friends via email. Of course, if the hordes of beautiful people are out of your league or just don't suit your needs, Diesel's actually provided an 18+ "Denim Dating" section, a gallery where you can upload your own glamour shot and profile for viewing. Just make sure to wear your best "blue steel" look.

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About

Credits

Date
Jul 12, 2007
Client:
Diesel
Agency:
WYSIWYG
Executive Creative Director:
Marga CastaÃ'±o
Executive Creative Director:
Nuria MartÃ'­nez
Interactive Creative Director:
Carlos MartÃ'­nez
Technical Director:
VÃ'­ctor Manuel Izquierdo
Art Director:
Javier JimÃ'©nez
Copywriter:
Daniel Molinillo
Programmer:
Ricardo SÃ'¡nchez

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