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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. 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.

Elad Ochayon

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