Diesel

Diesel Heaven

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Diesel’s guides for successful living shifted to successful afterliving through the launch of Diesel Heaven.

The premise of the campaign was that if you have a rock and roll mentality on earth, you’re unlikely to lose it when you get to Heaven. So when the Diesel pilgrims gatecrashed the pearly gates, they maintained the same unorthodox style they adopted back home. The only problem however, was that their free-living attitude was corrupting Heaven’s divine residents, the real angels, who couldn’t resist joining in the fun.

As one of Diesel’s most elaborate and expensive campaigns to date, the Diesel Heaven online campaign went further than ever before and included a blog that reported on a worldwide phenomenon of fallen angel wings with documented sightings in 18 countries, video ads featuring the attractive guide to Diesel Heaven, Delia Evans, itinerary ads that allude to activities you could expect to experience in Heavens only 7 star hotel and a discrete angel recruitment campaign to make up for all the fallen angels that have been corrupted by Diesel’s presence and subsequently kicked out of their celestial work place.

The campaign awarded the prestigious IAB Creative Showcase and was short-listed for the Grand Prix.

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