Fashion Brand Hijacks Porn Channels And Forums In Sexy Campaign
China has always been very strict about pornography: It is banned everywhere, even in the cyber world. However, there are still ways for users to find pornography especially Japanese porn movies online, for example, Bit Torrent file sharing websites, or Off-shore porn forums. Due to censorship, those channels are never spoken about on social media but they are well known by everyone.
Diesel’s Erotica S/S 2014 campaign is one of the sexiest campaigns from Diesel, featuring an ex-exotic dancer, now famous rapper Brooke Candy, and model Tessa Kuragi.
Fred & Farid Shanghai's mission was to maximize the exposure of the highly sexy videos and photographs of this Diesel Erotica campaign.
They disguised the campaign as Italian pornography, compressed all the pictures and videos into one Zip file and then named the file with an erotic name: "Italian XXX"
After converting the Zip file into a Bit Torrent File, they uploaded the Bit Torrent file online. To make It go viral, it was then promoted on porn channels, and a "well known fashion-industry-KOL" was asked to download it.
As soon as the KOL downloaded it, an auto-generated message was “accidentally” shared on his social media “xxx has downloaded xxxx.torrent” file.” This message immediately went viral; it triggered all of his followers to comment “LOL, what did you just download” etc. It was then spread all over Sina Weibo.
Even famous Japanese porn star Ruka Kanae reposted it.
This "smart, quick, simple, zero-investment hack" finally resulted in 5000 reposts, 2000 comments and most importantly: 60,000+ downloads of DIESEL Erotica campaign assets.
Credits
Agency: Fred & Farid Shanghai
Brand: Diesel Luxury
Title: Erotica
Chief Creative Officiers: Fred & Farid
Creative Director: Gregoire Chalopin
Copywriters: Liang Liao, Sen Liu
Advertiser's Supervisor: Ken Chen
Account Managers: Crystal Liu, Xiaotong Ding
Other Credits: All Erotica campaign contents (photos, videos) provided by DIESEL S.P.A.
