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DIESEL CREATES NEW CIRQUE DE SOLEIL CAMPAIGN

Diesel Marketing of Montreal has created a branding platform for a new show from Cirque du Soleil called "KÀ," which will open in Las Vegas this week. Diesel, the troupe's agency of record, created the title, logo, poster, advertising and Web site for the show. The name refers to the ancient Egyptian belief in a spiritual duplicate of the body that stays with a person through life. The creative uses Asian iconography and imagery that illustrates the theme of duality. "Coming up with creative communication ideas is always a challenge when you are servicing one of the most creative organizations in the world," said Bertrand Cesvet, chairman of Diesel. "What we need to do is not to create a universe of our own, but to interpret the creators' vision and transpose it into a compelling marketing message."

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