In the first half of the year 2011, the first pioneers who stepped on Diesel Island dreamt of a virgin place where they could forge their own society. What would it be like to start a nation from scratch?
To take what’s great from the countries we know and to ditch what is bad. To re-write the laws. To right social wrongs: the real land of the Stupid and home of the Braves. After settling on the island, the pioneers need to turn the Successful Living philosophy in a set of principles and prescribe their own rules: this is showcased in the new development of the brand’s campaign, the writing of Diesel Island constitution. The Diesel islanders have not lost their hope in fighting for their right to succeed, taking the Be Stupid manifesto of having balls, letting go, creating stuff, throwing it all in the air and seeing where it lands.
The campaign comes to life with a 360° approach. On Diesel’s main site each picture will be featured as a pop-up book, having a different animation, representing one of the laws of the Constitution. Along with the set of laws, the election of a government where social networks serve as polling places: a facebook application, an Island TAB, a YouTube Channel, and digital gadgets on FlickR. Furthermore, a video will be broadcasted across social media sites: a parody of a musical, where the pioneers sing the principles of the Diesel Island Constitution.
On top of it all, the Diesel Island campaign will also be integrated into e-commerce: by clicking on any item, a panel is overlaid, allowing a clear appreciation of the clothes, complete product information and a direct link to buy. The future of the island is yet to be revealed. A small hint along the way: we are f****g it up.
