Insight: Festival guests become dirty, tired and hung overStrategy:Diesel offered the most urgently required elements to the festival guests after days spent in the mud and dust: A shower, clean jeans, relaxation and refreshment. The Diesel way, that is!Creative concept:THE HUMAN CARWASH. An authentic car wash area with sexy guys and girls wearing soapy sponges washing naked visitors one by one. While being washed, the visitors' jeans were also washed and drytumbled seperately, and visitors could join the lounge being spoiled by guys and girls, getting a foot massage, enjoying fresh smoothies, checking Facebook, etc.

Exposure:30% top of mind, 48% spontaneous recall, 100% aided recall among the 80.000 festival visitors!

Liking:- 88% very good, 12% good, 0% never good/bad, 0% bad, 0% very bad!- 2/3 have changed their opinion on Diesel thanks to the Human Carwash event!PR: - It was broadcast live on prime time news on DR1, the biggest national public service TV, on July 4th, 6:30 pm - A frontpage article in a national daily tabloid with 500.000 readers among Denmarks 5,5 million inhabitants.- Numerous frontpage articles in daily national newspapers, fashion magazines, art magasines, MTV Denmark/Sweden, etc Please, contact client for documentation.