Diesel came to SMFB to relaunch their bestselling shoe, the YUK from 1993. But this time, they needed to reach an audience that's tech-craving and always online, everywhere. So, while other companies worship new technology as the answer to all problems, we labeled this shoe The Pre-Internet Shoe. We made the Pre-Internet Experience, rewarding people for taking a break from posting online and trying a few days in the offline world. A refreshingly different statement embodying the Only the Brave spirit of Diesel.

Launch the campaign
Published
March 2013
Topics

The Story

Diesel came to SMFB to relaunch their bestselling shoe, the YUK from 1993. But this time, they needed to reach an audience that's tech-craving and always online, everywhere. So, while other companies worship new technology as the answer to all problems, we labeled this shoe The Pre-Internet Shoe. We made the Pre-Internet Experience, rewarding people for taking a break from posting online and trying a few days in the offline world. A refreshingly different statement embodying the Only the Brave spirit of Diesel.

Technology has changed the way we live our lives and the way we communicate to such an enormous degree over the last two decades and that’s what sparked the idea of the Pre-Internet Shoe and the Pre-Internet Experience. While technology mostly brings progress, people should stop once in a while and evaluate if their new-found habits actually are good or bad. And that is what we want to make people do: take a break and see how it feels to be Pre-Internet for a while.

The Technology

  •  

    Social

    Twitter

    Facebook

    Instagram

  •  

    Video

    YouTube

  •  

    Web/Apps

    CakePHP

    jQuery

    oldschool gif's

    Google Analytics

The Results

The Diesel Offline Experience, facilitating a break from posting online and over 100.000 hours spent offline. We rewarded people who took a three-day break from posting on Facebook, while encouraging friends to do the same. We spared you all from thousands of meaningless status updates, pictures of lunches, people making finger hearts, planking, owling, Harlem-shaking, Gangnam Styling, check-in bragging and retweets of celebrity gossip. Hopefully people started thinking twice before posting, considering if their posts were actually of value to their online friends and followers. Hopefully.

17

hours offline in average, per user

5K

cups of coffe drunk, but not instagrammed

8.4K

hashtags not invented because of the campaign

Launch Date Nov. 20, 2012