In order to invade the world of "smart", we had to play their game; to take "smart" and make it "stupid". We took a tool that “smart” cant live without, Microsoft Excel, and we turned it into something which “stupid” controls, Facebook. We created Excellbook. A downloadable application available for Mac and PC that makes Facebook look like Excel. The goal was to reach 75K downloads during the campaign's lifetime. We sent an email with a link to the mini site where you could download the application to our group of followers from our Youtube channel, Facebook page, Twitter.

More than 150,000 downloads within the first two weeks.

Over a million trackbacks registered on the first month.These achievements have been a small step in the life of Excellbook, but a giant leap for Diesel in Guatemala.

This is how “stupid” conquered the “smart” world. And "smart" hasn't realized it yet.