mardi 18 janvier 2011


In 2011 the brand sets off to create a brave new world for the braves and terminally
stupid. It’s the news Diesel fans the world over have been waiting for. After years of feeling marginalised by society, of feeling too colourful, courageous, individualistic or merely stupid to the rest of the world, they’re finally getting a place they can call home. In 2011 they can emigrate to Diesel Island. This is not a vacation – it is a nation. After launching a movement with the Be Stupid campaign, Diesel’s next step is the creation of an entirely new and stupid society: a tropical
utopia where the principles of the Be Stupid manifesto can thrive and flourish. What would it be like to start a nation from scratch? To take what is great from the countries we know, and ditch all that is bad? To re-write the laws? To right social wrongs? A country for only the brave?

The print and outdoor campaign images will show the first pioneers arriving on the island, living exciting experiences, solving some of the old world’s oldest problems (immigration, healthcare systems, transport…) with fresher eyes, and holding wild parties to celebrate the birth of their nation. Think Lost, but with nicer clothes and no polar bears.

more soon!

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