The most viewed online viral campaign of 2008

XXX - Diesel Commercial - Click here for more amazing videos

Recently DIESEL a major global brand of clothing took an audacious route to drive awareness of the events surrounding the company’s 30th anniversary celebrations, releasing the XXX “Safe For Work” viral video onto an unsuspecting global web audience.

The video, twisted the ‘dirty thirty’, anniversary celebrations concept into a far warped and provocative meaning, featuring ‘80’s pornographic video scenes reconfigured with crude hand drawn illustrations painted on top of them.

The viral campaign had received 6 million tracked views, with coverage on more than 600 site, as well as being reported on TV. To date the total views stands at over 20 million (all with no media investment), and the video continues to remain relevant and deliver brand equity.

Qualitatively, the campaign provoked more engagement with viewers generating thousands of comments from the online viewers.

Significantly it has grabbed most the prestigious awards this year. Some of them are as follows.

Webby Awards Best Viral 2009
D&AD Viral Films Winner 2009
BTAA Silver Award (Clothing Viral) 2009.

Diesel picked up the Grand Prix at Cannes two years ago in this category for the 'Heidies' underwear launch campaign and claims Cannes Cyber Gold Lion at 56th International Advertising Festival.

A quick look on DIESEL brand

Clothing Italian brands
Was founded by Renzo Ross
Diesel collections are made under the Creative Direction of Wilbert Das.
Official site:

In recent years the company has driven its attention to endorsing young creativity by sponsoring the youth market, by sponsoring several projects such as the Diesel-U-Music Contest or the [1] artistic programme. Diesel has been the founding partner of International Talent Support in its various forms. Diesel has also offered sponsorship and creative contribution to the 2006 edition of Vienna's Life Ball AIDS charity, as well as the Sundance Film Festival.

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