BE STUPID FACEPARK by DDB Dusseldorf for Diesel

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BE STUPID FACEPARK

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Industry Apparel, Clothing & Footwear
Media Promo & PR, Case study
Market Germany
Agency DDB Dusseldorf
Executive Creative Director Eric Schoeffler
Creative Director Dennis May, Dan Strasser
Art Director Franziska Scholz, Chris Bueltmann, Dominika Zajac
Copywriter Mihai Botarel
Producer Sara Dadras, Marielle Jaquier, Sebastian Druschel, Tatjana Volk
Released May 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: DIESEL
Product/Service: DIESEL
Agency: DDB TRIBAL GROUP
Date of First Appearance: May 25 2010
Entrant Company: DDB TRIBAL GROUP, Düsseldorf, GERMANY
Entry URL: http://www.facepark.org
Chief Creative Officer: Amir Kassaei (DDB Tribal Group)
Executive Creative Director: Eric Schoeffler (DDB Tribal Group)
Creative Director: Dennis May/Dan Strasser (DDB Tribal Group)
Art Director: Franziska Scholz/Dominika Zajac/Chris Bueltmann (DDB Tribal Group)
Copywriter: Mihai Botarel (DDB Tribal Group)
Agency Producer: Johannes Haverkamp/Jankel Huppertz (DDB Tribal Group)
Account Manager: Sönke Bruns/Marco Diel (DDB Tribal Group)
Producer: Sebastian Druschel/Sara Dadras (Parasol Island)
Producer: Marielle Jaquier/Tatjana Volk (Nowadays)
Junior Copywriter: Tobias Hecking (DDB Tribal Group)
Media placement: Event - Mauerpark, Berlin - 19 June 2010
Media placement: Microsite - Www.facepark.org, - 25 May 2010
Media placement: Facebook App 'Stupid Is Analg' - Facebook - 25 May 2010
Media placement: Ass Status Viral Video - Www - 25 May 2010
Media placement: Growing Viral Video - Www - 28 May 2010
Media placement: Analog Search Engine - Www.stupidsearch.org - 04 June 2010
Media placement: Event Web Film - Http://www.youtube.com/watch?v=9rJPIs0bN_o - 30 June 2010

Insights, Strategy & the Idea
In Germany, 2010 was the year that young people became aware how and to what degree their lives had become digital. In fact it came to the point that they had difficulties distinguishing their friends from “their friends” on Facebook.
In 2010 also, Diesel was challenged with engaging Germany’s youth in the ‘Be Stupid’ philosophy.
All this lead us to “Smart is digital, Stupid is analogue”.

Creative Execution
“Instead of wasting our lives in front of the computer, we choose to waste it in the park.”
With that motto we held an event in an analogue park right in the centre of Berlin. The Facepark event. Facepark was to show that all the things that are great about digital social media, exist in real life as well. But in a much greater way.
Thus, Facepark brought all characteristics of social media into real life. Our lead medium: The most analogue medium there is – the people themselves.
They were given cardboard profile walls, cardboard comment boxes, cardboard group signs, rubber foam “poke”-fingers, analogue Facebook-games and “like”-stickers to recreate their way of behaviour in social media the analogue way.
Other elements of social media were recreated out of cardboard as well: Games, groups and a YouTube like stage ensured, our analogue users could get the full analogue social media experience.

Results and Effectiveness
Over 6000 people took part in the Facepark event, interacted with each other on their profile walls and engaged in the Be Stupid philosophy.
Facepark achieved an impressive media coverage. It was heavily twittered, blogged, "liked" on Facebook and even made it into the evening news. With a budget of under 100.000 Euro we gained a media value of more than 300,000 Euro.