Diesel’s New Campaign: Diesel Island


No-one could have missed Diesel’s ‘Be Stupid’ campaign last season – the tagline was splashed everywhere and the photos were fun, provocative and just a little bit stupid.
For S/S 11, the brand released a new campaign that sets out into new waters….quite literally.

“In 2011 the brand sets off to create a new world for the brave and terminally stupid.”

While the islanders are solving the world’s problems, and looking gorgeous while doing so, a whole campaign will be centered around their journey. Not only will there be a print and online campaign, but there will also be viral videos, a facebook page and app, a game, even pirate radio. A Wikipedia page will be created as well which will be updated every week as the society evolves and Diesel retail stores will act as embassies with a chance for customers to gain Diesel Island citizenship. This is certainly an ambitious and well-thought-out campaign; we can’t wait to see what the brand has in store for us! In their own words:

Diesel Island is the least fucked-up country in the world. But give us time.”

Images and info, thanks to: Denim Hunt.

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