Jensen said the spring/summer collection was inspired by the "world of travelling fan fairs", where people experienced positive emotions.
she said.
The brand's previous campaign for its fall/winter collection, 'Save yourself', featured clean images and gave advice on "saving
or changing your life.
However, it was renamed 'Stay young' after the events of 9/11, noted Jensen.
The latest marketing initiative is also based on Diesel's 'For successful living' branding, originally launched in 1995 and inspired by the old themes of consumer goods advertising from the early '50s and '60s in which consumers were promised that "consumer products make better living".
The new site at www.sponsoredbydiesel.com uses visuals which are happy and childish, and as with most Diesel advertising, there is an ironic twist to the campaign. It apes large multinational corporations with marketing activities, which "go as far as inducing and guiding their consumers' emotions".
"All communication in Diesel is to convey a message beyond the product. It could be a social message, for example last year's African campaign," said Jensen.
Diesel's new mascot is Donald Diesel, who wears a permanent smile and appears to be a cross between Ronald McDonald and the Joker from Batman.
He is featured in all above- and below-the-line advertising, including teaser banner ads, which were placed on more than 25 sites across 15 countries.
As well as standard banners, the company developed new formats, including Kite and Balloon, which reportedly achieved an average of 5 per cent click through.
"Interactive media allows Diesel to expand and pursue the messages of the campaign further and allows for a longer and more entertaining engagement with the brand.
"The campaigns, even the original print-only campaigns, demand a certain interaction on behalf of the audience - demanding that they piece together the clues and decipher the message. The online campaigns always allow for our audience to interact with Diesel,
said Jensen.
