“Keep the world flawed” is more than film and it acts as a springboard to literally - keep the world flawed - offline, online and inspire our community on a behavioral level. The multi-layered story begins in the film and continues throughout the corners of the internet.

We put easter eggs inside the film to spread the flaw, because it is easy to launch a call to action but much better to prove it. That’s why we created @wantedsocks, an Instagram profile that glorifies unmatched socks, a fictitious restaurant called Bluffet (bluffet.com) where, in collaboration with Buzzfeed’s channel Tasty, users could find three video recipes meant to fuel flawed behavior. And layover.it, a flawed travel agency website, where anyone can search and book, for real, flights with the largest possible number of layovers, since the beauty of a badly planned trip is having many trips in a single one.

In the hero video we follow the story of a young boy and girl who meet and fall in love after they both decide to get rid of their obvious flaws. But that won’t trick anyone for too long. It also doubled as a gateway content, hiding easter eggs that lead to different websites/services, that literally kept the world flawed, while leading to diesel.com

“Keep the World Flawed” rolled out an integrated, multi-layered campaign supporting the main piece of content. Through the use of easter eggs and dedicated content, the online segment of the campaign achieved a 97% increase in e-commerce visits, with an average time spent on the website of over 4 minutes. Click-through rate rose as well: the touchpoints in the Easter Eggs campaign had a 1.83% CTR. This shift in user behavior was driven by 250 million impressions.