Diesel China Disguises Fashion Campaign As Italian Pornography

Fashion Brand Uses China's Ban on Online Porn to Encourage Downloads

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In China, fashion brand Diesel found a way to get customers downloading its latest campaign with great excitement -- by diguising it as pornography. As the brand's agency, Fred & Farid Shanghai, explains in this case study video, China has always been very strict about pornography. However, there are still ways for users to find it 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.

To attract attention, in January this year the agency packaged the brand's spring/summer campaign, which stars rapper and ex-exotic dancer Brooke Candy and model Tessa Kuragi, into a Bit Torrent file and called it "Italian XXX". It then promoted the file on porn channels, and asked a well known fashion-industry opinion influencer to download it, generating an automatic message on his social media. This message immediately went viral and was shared all over Sina Weibo (including a repost by a famous Japanese porn star, Ruka Kanae). The methods resulted in over 60,000 downloads of Diesel's campaign.

Diesel, as you might recall, is no stranger to porn-vertising and back in 2009 tapped director Keith Schofield and The Viral Factory to create this SFW film that cloaked graphic elements of old porn scenese with whimsical animation.

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Apr 23, 2014
Fred & Farid Shanghai
Chief Creative Officer:
Fred & Farid
Creative Director:
Gregoire Chalopin
Liang Lao
Sen Liu
Advertiser's Supervisor:
Christophe Archaimbault
Advertiser's Supervisor:
Ken Chen
Account Manager:
Crystal Liu
Account Manager:
Xiaotong Ding
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