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Diesel SFW XXX

Award: Graphite Pencil

Graphite Pencil / Viral / Viral Films / 2009

We often protest that not all great virals are about sex, but sometimes a brief comes along that just begs for it. SFW XXX was created to celebrate Diesel’s 30th birthday and promote that the brand was throwing birthday parties around the world. Our viral is a direct tribute to the internet meme ‘SFW’ (safe-for-work) from somethingawful.com, where people paint over rude photos with animation. Our film features clips of 80s porn films, however the naughty bits are covered with animation showing non-sexual activity, such as eating corncobs or playing pinball. In the first week the film was viewed over four million times and has now achieved over 14 million views. We’ve counted over 25,000 positive comments and the film has generated widespread international press coverage.

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