Diesel Design & Branding FALL/WINTER 2010 CATALOGUE by Anomaly New York

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FALL/WINTER 2010 CATALOGUE

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market United States
Agency Anomaly New York
Executive Creative Director Mike Byrne
Creative Director Ian Toombs
Art Director Coral Garvey
Copywriter Sean Mclaughlin
Released November 2010

Credits & Description

Category: Books
Advertiser: DIESEL
Product/Service: CATALOGUE
Agency: ANOMALY
Date of First Appearance: Nov 1 2010
Entrant Company: ANOMALY, New York, USA
Executive Creative Director: Mike Byrne (Anomaly)
Design Director: Kevin Lyons (Anomaly)
Creative Director: Ian Toombs (Anomaly)
Art Director: Coral Garvey (Freelance)
Copywriter: Sean McLaughlin (Freelance)
Media placement: Catalog - In-Store - November 2010

Describe the brief from the client
The Challenge:
To spread Stupid and disrupt fashion, and renew Diesel's rich history of rebellion.

Describe the challenges and key objectives
The Idea:
In January 2010 Diesel introduced the world to Stupid. We did so by comparing Stupid to smart. By juxtaposing Stupid to smart we defined clearly the enemy of Stupid which is control, fear, conformity et cetera. We did so in a lighthearted way. A fun way.

Stupid is a wonderful thing. It’s a way of life. It’s how we, Diesel, think you should love. The world would be a much happier place if we were all a bit more stupid.

Describe how you arrived at the final design
Stupid is a wonderful thing. It’s a way of life. It’s how we, Diesel, think you should love. The world would be a much happier place if we were all a bit more stupid. Stupid is not advertising, it's a movement. And this is the manifesto of stupid – delivered to the whole world as a big, ridiculous oversized bible in every Diesel store across the globe.

Give some indication of how successful the outcome was in the market
Results:
Stupid is not advertising, it's a movement. And this is the manifesto of Stupid – delivered to the whole world as a big, ridiculous oversized bible in every Diesel store across the globe.
Diesel gained over 10 million media impressions from this piece alone – and this is only the beginning.