Diesel, the international jeans brand, is launching their “Be Stupid” campaign for their spring/summer 2010 collections encouraging consumers to take a risk and move beyond the smart, sensible track for life to follow your heart more. According to Diesel, stupid inspires, makes for great stories, leads to brilliance, and have balls. The campaign was developed at Anomaly in London including online press and outdoor advertisements of ‘stupid’ acts, a digital recruitment campaign for the Diesel music video/2010 catalogue, and viral activity to online the company’s ‘stupid’ philosophy.
