This campaign started with research that tried to answer one of humanity’s biggest mysteries: What do people really want their sneakers for? Is it for running? Having the sexiest feet in the room? Or for being allowed into an uptight nightclub? As we expected these were some of the first answers, but after digging a bit deeper we found out the truth, 95% of the people want their sneakers for kicking asses. This new found knowledge was perfect for Diesel's new line of sneakers, not so much because this meant a huge new market to be exploited, but because we were dying to find any reason to go out and kick some asses anyway.

Because Diesel sneakers are not sport sneakers, we invented another use for them, consistent with diesel's irreverent attitude: kicking the ass of people who deserve it.

This campaign was very successful with the client since they activated it in 25 markets and talked about it in lots of dinner chats. On the consumer side, Facebook fans increased 21,13% (from 488,023 To 586,309) YouTube subscribers increased 11.89% and friends 30.64%, Twitter followers a 12.42%. All of this in just one month. Videos were bookmarked on several sites, including snotr, weheartit, tinkrbox, digg, myvidster, flixel, taringa, yonkis, dailymotion, veoh. On YouTube, we had 1 million total views and loads of contributions made by consumers to our Facebook page and our Twitter account. Finally, our mums were very happy with our achievements for this campaign too.