Diesel, the international jeans brand, has launched a campaign that encourages consumers to take risks and move beyond the smart and sensible. The “Be Stupid“ campaign includes online, press and outdoor advertisements featuring “stupid” acts.
Designer Sophia Kokosalaki, turned to the theme of young rebellion for the new campaign. The ads include actions that honor what seem to be idiotic acts. Slogans include “Smart may have the brains, but stupid has the balls,” “Smart critiques. Stupid creates,” “Smart may have the plans, but stupid has the stories,” along with numerous others.
The Diesel ‘Be Stupid’ campaign won an Outdoor Grand Prix at the Cannes Lions International Advertising Festival. Renzo Ruzzo the founder of Diesel has built a global brand with a strong unique identity. The strength and power in the ads resonate with the message of being unique in your personal style. Renzo has a book on the theme Be Stupid for Successful Living.
This fun, creative campaign is able to both excite and astound many. Although many found it controversial, it has often been defended by saying the images show “a very strong and unexpected image of femininity.” Whichever way you look at it, Diesel’s campaign is able to draw eyes to the fabulous looks that are featured in each ad around the globe. New York Girl Style is proud to present our vision of the Diesel Be Stupid Campaign Watch the Video shot in location New York City.
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