The Amsterdam-based agency KesselsKramer has created the above-the-line work with EHS Brann developing a website (www.diesel. com) which centres on the theme of taking action.
Both the press creative and online activity take a tongue-in-cheek view of young people acting for change to create better living.
The KesselsKramer work, developed in conjunction with Diesel's in-house creative team, was shot in Paris by the Magnum photographer Carl de Keyzer.
It shows a series of young protesters campaigning for different types of change. Diesel-clad models hold placards saying "Plant more flowers or "Free the goldfish as a humorous spin on the notion of standing up to make a difference.
Press advertising, which breaks later this week, contains a link to the Diesel website alongside the words "protest, support and act". Diesel describes the advertising as a "wake-up call for the rebel that lives somewhere inside you".
EHS Brann has developed the website to support the protest ideas. Each protest is presented online using news-style updates of the protesters' activity. The photography of them modelling Diesel clothes in different European cities runs with the news stories.
Visitors to the website are encouraged to take part by entering details of their own protest. This then appears in the news section of the site.
Other interactive elements include a "virtual protest kit", which enables visitors to download a protest sign generator. The site also includes pages warning visitors of the impact of not taking action.
Diesel's press ads will run in fashion and youth titles with media planning and buying through Red Media. EHS is also promoting the site by sending e-mails to the 153,000 members of Diesel's global members club. It is also developing banner ads on youth, fashion and gaming sites.
Phil Jones, the vice-chairman of EHS Brann, said: "The Diesel site is one of the most innovative and exciting sites on the web. Our role is to take the brand's constantly evolving above-the-line theme and translate it into a relevant online experience."
KesselsKramer won the Diesel account in February 2001. Its first work broke last year and focused on the idea of preserving youth over the centuries.
One ad showed a couple inhaling oxygen alongside the line: "Breathing pure oxygen keeps us moist and clean. Who cares if the world is polluted?
Thanks to our friend O2 we can ignore all the dirt and stay beautiful ... forever."
The press work was art directed by Erik Kessels and written by Johan Kramer at KesselsKramer. Online was by Peter Aston and Richard Holley, the senior designers at EHS Brann, with Trevor Chambers and Patrick Baglee as the creative directors.
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