We Choose Fun : Diesel's Heidies


Two girls, who want to be famous at any price, kidnap Diesel’s Intimate Brand Manager. Their plan is to stay in a motel room streaming through the internet everything that they do and interacting with the public until Diesel gives them the chance to appear in one of their fashion shows.

This was a nonstop 120 hours event (5 days), during which time we directed the activities of the models and continuously streamed everything to the internet. Chats and messages could be sent to the (fake) motel room, allowing the visitors of the kidnapped diesel website to interact with the characters of the story while (yet another) viral campaign was running in the background. The result: millions of visits, thousands of new friends.

  • Tasks
  • Technical direction
  • Script with the Diesel Creative Team
  • Awards
  • Cannes Grand Prix in the Cannes Lions International Advertising Festival (2007)
  • One Show Interactive – Silver prize for the Heidies website
  • Clio Awards – Silver prize in the Fresh approach category
  • Clio Awards – Bronze prize in the Online branded content

We developed this project together with Farfar

Molvena, Madrid, 21/08/2007

Project developed by part of the We Choose Fun team whilst working at Diesel