The weather channel pastiche atxweather.diesel.co.jp sees 'reporters' decked out in the autumn/winter line presenting from stormy situations - denim-clad models blown about the backdrop asking visitors to 'wear Diesel no matter what the weather is.'
In a neat example of branded content, downloadable widgets for desktop and mobile with Diesel-styled clock and weather info also feature campaign ads. Working with G2 in Tokyo, part of Grey Group, Diesel also offers wallpapers and a shop at the microsite.
Completing the circle in this integrated campaign, ads will encourage footfall to stores fitted in the campaign theme with weather channel screens and in-store tags offering downloadable content for mobile. The company's flagship store at Harajuku - also the site of Nike's impressive new Japan flagship - has already got the weathercast make-over in support.
Diesel moves toward 2010 making the most of online as they launch bespoke campaigns such as the Rockin Dots music site supporting next year's lines and reaching perfect pitch for a young Japanese market.
The quirky Weathercast site itself is a great example of the ideal fit for Diesel and makes worthwhile use of branded content with a good-looking, useful widget. Now don't forget to wrap up warm...
