Diesel

Diesel Kick Ass League

Barcelona, Lisbon, Madrid, Valencia
24 September 2010

To launch their new sneakers collection, under the motto “Not made for running, great for kicking asses”, Diesel created the Diesel Kick Ass Competition. The event toured 7 locations in Spain and Portugal looking for the best “Ass Kickers”.

We made a portable cabinet with a camera, a computer and an internet connection that could be placed anywhere.

Users logged into Facebook on the computer, using a very agile interface, and selected the friend whose ass they wanted to kick.

The kick was then recorded and uploaded to the website, and shared on their own and their friend’s Facebook wall. Kicks could be viewed, voted on and returned using our Facebook application.

Man standing in front of the kicking cabinet at dusk, with a red Kick Ass Competition badge in the corner
Diesel Kick Ass Competition stand with an illuminated Diesel sign and visitors walking around it
Visitors watching a participant inside a Diesel store during the Kick Ass Competition
Kick Ass Competition website showing a grid of participant videos
Facebook application page for Diesel sneakers, not made for running, great for kicking asses
Facebook page showing the Diesel sneakers kicking categories
Facebook profile wall showing posts from the Kick Ass Competition
Kick Ass Competition screen asking if you want to kick some ass, with a foot kicking in the background
Kick Ass Competition screen asking if you want to kick a friend and post the kick on their Facebook wall