A truly integrated campaign with print ads, viral videos, a designated website for making and sharing your own stupid messages, competitions, events, themed VM and so forth…
The Be Stupid music video was shot at the Diesel Store in Helsinki during the Be Stupid live event on March 5th 2010. Everyone who visited the store during the day had the chance of being a part of the music video by stepping in front of the camera and proving how stupid they are.
director: Miikka Lommi
music: Top Billin
More images available here: http://www.creativeadawards.com/diesel-be-stupid-advertising-campaign/
In our collaborative competition, Dazed & Confused teamed up with clothing brand Diesel to encourage all readers to ‘Be Stupid’.
Rarely do you hear such behaviour being sanctioned, but luckily enough, we beckoned worldwide pitches for stupid ideas, either through text and images online, or by going down to the Diesel store on Carnaby Street in London where participants filmed themselves explaining some brilliantly stupid suggestions.
We had ideas from gold plated dogs, underwater bowling, and stalking Alexa Chung in dodgy outfits to Diesel makeovers for the over 50’s and beauty contests done over the radio… Or how about the old Honda filled with live fireworks and the fairly inoffensive ‘Pope jocking’.
The ideas from whoever deemed to have submitted the best stupid idea was awarded up to a rather generous £50,000 by Diesel to help them realise and excecute it.