Record title: Largest Piggy Back Race
Date: November 2010
Brand: Diesel UK
Location: London, UK
Business Challenge
In support of its Be Stupid campaign, Diesel UK offered its customers '50K To Be Stupid' – consumers could pitch their most foolishly creative ideas in order to win £50,000 to make it happen.
The winner was Abi Lewis from Edinburgh who wanted to recreate Noah's Ark and fill it with the kind of animals not around in Noah’s time.
So in association with Kigu, the maker of kigurumi animal costumer, and Dazed and Confused magazine, Diesel set about making Abi’s dream a reality.
Guinness World Records Solution
Diesel decided to recreate Noah’s famous animal rescue, but with a difference.
The animals boarding Abi’s Ark would be piggy-backed two by two in an attempt to set a new Guinness World Records title for the world’s Largest piggy back race.
On a beautifully cold London day in November 2010, three hundred participants gathered just off Brick Lane, donned their unique customised Kigu animal costume and jumped on the back of a fellow competitor.
A Guinness World Records Adjudicator was on-hand to oversee the race and confirmed that with 296 participants a new world record had been achieved.
Record Breaking Results
The event was an incredible success for Diesel, not only drawing crowds and attention on the day, but was also heavily covered online through blogs, social media and websites as well as in Dazed & Confused Magazine's January 2011 issue.
Sophie Matthews, Retail Marketing Manager at Diesel, said: “A hugely successful and stupidly creative day out for all.”
