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Industry Apparel, Clothing & Footwear
Media Digital, Interactive & Mobile
Market Norway
Agency SMFB
Director Anders Jedenfors
Creative Pål Høyer-Andreassen, Magnus Høgberg Hansen
Designer Nicklas Hellborg
Producer Petur Mogensen
Released October 2012

Credits & Description

Advertiser: DIESEL
Agency: SMFB
Category: Publications & Media
Advertising campaign: THE PRE-INTERNET SHOE
Good Helpers: (Bielke+Yang)
Line Producer: (Picture Farm)
Director: Anders Jedenfors (Acne)
Creative: Magnus Høgberg Hansen (SMFB)
Creative: Pål Høyer-Andreassen (SMFB)
Producer: Petur Mogensen (Acne)
Account Manager: Silje Hvideberg Tobiassen (SMFB)
Digital Consultant: Christian W. Jansen (Nodes)
Web Producer: Christoffer Lorang Dahl (SMFB)
Account Director: Kristian Kristiansen (SMFB)
Account Director: Kristian Lyse (SMFB)
Designer: Nicklas Hellborg (SMFB)

Brief Explanation
Relaunch the YUK shoe from 1993 to social media savvy youngsters that aren't old enough to remember the original.To create interest about a 20 year old shoe, we reminded our target that some things were better 20 years ago. With the Diesel Pre-Internet Experience users could fight against modern-day oversharing: Stop sharing annoying food pics on Instagram and workout updates on Facebook. Just meet your friends IRL, like we did in 1993. Focus on the product most unique aspect (it's pre-internet!) and the target's desire to stand out and be at the forefront of new trends in social media.