Tag Archives: Diesel

Diesel Island

After launching its “BE STUPID STUPID” campaign in 2010, Diesel has created a new campaign called “Diesel Island” where those who wish to “be stupid’ can in fact do so. It’s online marketing team is calling it “lost but with nicer clothes and no polar bears.”

Here are a few highlights of the Diesel Island campaign:

  • Print and outdoor campaigns showing these new immigrants exploring the new island
  • Viral videos, a Facebook application and a game based on island’s everyday life, pirate radio
  • Its own Wikipedia entry, updated every week as the emerging society and its rules and regulations evolve
  • Diesel stores will become the official “embassies” of the island, with flags, maps and explanations of the philosophy

I especially love  the copy on one of the ads “Diesel Island is the least fucked-up country in the world. But give us time.”

What do you think? Do you think it’s a good way to continue the “BE STUPID” campaign in a less controversial way?

See some images below:



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Diesel’s “Be Stupid” Campaign Banned

UK’s Advertising Standards Authority has banned a number of Diesel’s new “Be Stupid” advertisements.

“The ASA said the racy ads were indecent, could be seen by children and might encourage bad behavior. But Diesel said that the ads weren’t offensive and “did not contain any provocative nudity beyond the usual amounts shown in many swimwear, sportswear or lingerie ads.”

The Huffington Post

Although these ads are seen as inappropriate and racy to some, it actually won the Grand Prix Lion for the outdoor category at the recent Cannes Lions International Advertising Festival. That’s kind of a big deal…

I can see how some people may see these ads as offensive, but I think it appeals to Diesel’s target audience. People who buy Diesel clothing are often risqué and flirtatious.

What do you think?


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Diesel Intimates Spring/Summer Collection

See more here.

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