Diesel, the international jeans brand, is launching “Be Stupid“, a campaign that encourages consumers to take risks and move beyond the smart and sensible track for life. The campaign, developed at global advertising agency Anomaly, includes online, press and outdoor advertisements featuring “stupid” acts, a digital recruitment campaign for the Diesel music video/2010 catalogue, and viral activity outlining the company’s Stupid philosophy.
At recruit.diesel.com Anomaly is looking for stupid acts to include in the up and coming Diesel Stupid Music Video. Starting a band, building a tree house or an art installation? Here’s the chance to be one of the 100 creative acts from around the world starring in the music video which will double as the 2010 Diesel catalogue.
Diesel Stupid Philosophy
Like balloons, we are filled with hopes and dreams. But. Over time a single sentence creeps into our lives. Don’t be stupid. It’s the crusher of possibility. It’s the worlds greatest deflator. The world is full of smart people. Doing all kind of smart things… Thats smart.
Well, we’re with stupid. Stupid is the relentless pursuit of a regret free life. Smart may have the brains…
but stupid has the balls. The smart might recognize things for how they are. The stupid see things for how they could be. Smart critiques. Stupid creates. The fact is if we didnt have stupid thoughts wed have no interesting thoughts at all. Smart may have the plans… but stupid has the stories.
Smart may have the authority but stupid has one hell of a hangover. Its not smart to take risks… Its stupid.
To be stupid is to be brave. The stupid isnt afraid to fail. The stupid know there are worse things than failure… like not even trying.
Smart had one good idea, and that idea was stupid. You can’t outsmart stupid. So don’t even try. Remember only stupid can be truly brilliant.
So, BE STUPID
Click on the image below to play the video in YouTube (HD)
More From the Campaign
The Be Stupid campaign was developed at Anomaly, New York, by executive creative director Mike Byrne, design director Kevin Lyons, creative director Ian Toombs, freelance art director Coral Garvey and freelance copywriter Sean McLaughlin.
The Thinking Behind The Campaign
Anomaly’s submission to Cannes 2010, associated with the Grand Prix for Outdoor Advertising.
In January 2010 Diesel introduced the world to Stupid. We did so by comparing Stupid to smart. By juxtaposing Stupid to smart we defined clearly the enemy of Stupid which is control, fear, conformity et cetera. We did so in a lighthearted way. A fun way. Stupid is a wonderful thing. It’s a way of life. It’s how we, Diesel, think you should love. The world would be a much happier place if we were all a bit more stupid. The brief from Diesel was to spread Stupid and disrupt fashion, and renew Diesel’s rich history of rebellion.
“Stupid is a wonderful thing. It’s a way of life. It’s how we, Diesel, think you should love. The world would be a much happier place if we were all a bit more stupid. Stupid is not advertising, it’s a movement. And this is the manifesto of stupid – delivered to the whole world as a big, ridiculous oversized bible in every Diesel store across the globe. Stupid is not advertising, it’s a movement. And this is the manifesto of Stupid – delivered to the whole world as a big, ridiculous oversized bible in every Diesel store across the globe. Diesel gained over 10 million media impressions from this piece alone – and this is only the beginning.”