SMFB-Oslo : The Pre Internet Shoe

The latest technology from 1993.

Published On
Dec 02, 2012

Editor's Pick

We've seen our share of campaigns that ask consumers to unplug, but Diesel's "Pre-Internet" effort does more than talk: it walks.

The brand, along with agency SMFB, re-launched its 1993 best-selling shoe, the YUK, dubbing it the "Pre-Internet Shoe." In a bid to differentiate itself from other brands that are tying their shoes with technology for calorie tracking, sharing and geolocation, the brand's shoe is being re-launched in all its non-technical glory, just as it was in 1993.

The shoe is being launched with "The Pre-Internet Experience," a Facebook-campaign that challenges you to go offline and not post on Facebook for three days. If you choose to also not share on Instagram and Twitter, you only have to abstain for 48 hours. 20 winners will get the YUK 20th anniversary shoe.


Dec 03, 2012
Agency :
Creative :
Pal Hoyer-Andreassen
Creative :
Magnus Hogberg Hansen
Designer :
Niklas Hellborg
Web Producer :
Kristoffer Lorang Dahl
Strategist :
Kristian Kristiansen
Production Company :
ACNE Production
Director :
Anders Jedenfors
Producer :
Petur Mogensen
Line Production :
Picture Farm
Line Producer :
Arianne Culley
Line Producer :
Cris Bren
Digital Production Company :
Nodes Norway
Digital Consultant :
Christian W. Jansen
Global Head of Digital Marketing :
Stefano Taboga

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