The rest of Diesels brilliant ”Be stupid campaign” can be viewed in their catalogue here
The first time i saw the advert above, two things crossed my mind..
"That’s cool" and "Diesel being funny?"
Diesel have always been innovators with their promotion (the twisted jeans campaign for example) but this bunch of print adverts stand out, not just for their use of bold dynamic colours on the text, or the fun and exciting pictures shown but for something else.
That something is the message. They have challenged the audience to be bold, innovative, foolish even! Be stupid really means be free. Don’t be a prisoner of your head, break out with your heart
The “Be stupid” slogan is inspired by diesel founder Renzo Rosso. To quote the web site’s manifesto…
“Renzo Rosso is stupid” “Stupid is motoring around in your Ford transit and visiting shop owner after shop owner, tyring to sell your brand new denim made to look worn”.
“Its a sign of innovation. When you are already doing the things that nobody even thinks about” ” That’s a very stupid quote mister Rosso. Respect”
The striking photos were shot by photographers, Kristin Vacari, Melodie Mcdaniel and Chris Buck. The actual campaign idea was created by Anomaly.
The opinion on this campaign seems split on creative discussion boards with a lot of posters claiming that it forgets the product and has boring type. Others claim they are just bitter and enjoy it.
Diesel certainly has a reputation to protect and this bold step maybe a step too far. Of course according to the campaign nothing great ever came of playing it safe. I have to say i agree.
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