Diesel
Diesel’s Heidies
Molvena, Madrid
21 August 2007
“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 everything they do through the internet and interacting with the public, until Diesel gives them the chance to appear in one of their fashion shows.”
This was a nonstop 120-hour event (5 days). During that 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 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
- Grand Prix at 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 Online Branded Content
We developed this project together with Farfar.
Project developed by part of the We Choose Fun team whilst working at Diesel
