Diesel - Pre-Internet Campaign

Diesel is launching a 20th anniversary edition of their YUK shoe and supporting it with their 'Pre Internet Experience.'  Developed by SMFB, the relaunch of the 1993 shoe encourages users to go back to those pre-internet days by challenging you to go offline and not post on Facebook, Twitter & Instagram for three days.  Those who can abstain from social networks for 72 hours have the chance to win a pair of the boots.  Ironically the campaign uses a dedicated website and Facebook to encourage participation in the contest, asking questions like 'When did sharing become annoying, and liking just a pointless online gesture?' and 'Why do you know what your friend's lunch looks like, and how is this making the world a better place?'

The campaign differentiates the YUK shoe by billing it as the pre-internet shoe, 'no tracking, no timing, no wall posting, no bullshit.'  Clearly a dig at sensor enabled shoes from Adidas & Nike while encouraging users to 'Take a little break from your life online.'

Diesel have also created a series of videos that make fun of the current state of footwear affairs by chronicling a fictional GPS artist and Parkour athletes.   See below.




I predict we'll see a lot more activity aimed (ironically) at encouraging users to disconnect.  I expect to see more and more brands looking to enable or co-opt the movement to disconnect for periods of time as a way of coping with information overload and constant connectivity.   Basically brands looking to enable a 'digital sabbath' once a week or the like.

Puma Social - Live Life, Don't Watch It

Let me first say, I haven't a clue what Puma Social is...from what I can tell it's an amalgamation of their various social activity plus some ER stuff and an umbrella for their Lifestyle/Youth outreach.  But you know what, it doesn't really matter...what matters is the message they're putting out in the video below.

A Puma describes it in the video itself
'With the rapid rise of reality television, more and more people seem content to spend time watching life on television, instead of actually living one themselves. Elevating those who fight, backstab and cheat into celebrities and role models. Something has got to change. So for the latest PUMA Social release we are offering people a choice: do they want their nights to be spent staring at televised strangers, or do they want them to be more? A time when they live life, instead of just watching it. Where reality stars are replaced by teammates. The 90-second film juxtaposes a slew of reality television audio clips with visuals of life being played. It celebrates those who choose to ignore the banality of today's reality television climate, in favor of creating their own stories with friends and teammates. Furthermore, the film encourages those of us not out already, to get off the couch. Because in the end, life deserves to be played, and channel surfing is not a sport.'


AMEN.  Seriously, I couldn't agree more.  Our own friends and live are far more interesting than the vapid half-wits on reality shows.  That said, I'll vegetate for hours watching whatever HBO decides is worthy of airing, but that's not the point.  OK, that's the end of my rant.  Overall really nice work by Droga5 & a great way for Puma to send out a strong, inspiring message with a clear call to action.

via Nicola Young