Diesel’s Be Stupid Campaign

Many people may hate the new Diesel Be Stupid campaign, but I must admit I’m completely in love with it. The campaign encourages consumers to take risks – the stupid kind - the stupid, interesting, experimental, creative kinds of risks. 

Here’s the official 'stupid' philosophy as stated in the sleek type based viral video:

What we love most about the Be Stupid Campaign is that they’re crowdsourcing a music video, which will double as their catalogue and feature 100 creatives and their interesting pursuits around the world. If you’re a stupid creative doing something stupid (like building a tree house or starting a band) Diesel wants you and wants to expose your creative cause to the world. 

The campaign is perfectly geared towards the target market: young, open minded risk takers. It’s a stupid campaign. Really stupid. Attention grabbing, out there and risky. Diesel has made it cool to be stupid. Stupid is fun. Stupid takes chances and Stupid is incredibly fashion forward - obviously.