Diesel Promo, Case study STUPID GLOCAL CAMPAIGN by Bcube Milan

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Industry Apparel, Clothing & Footwear
Media Promo & PR, Case study
Market Italy
Agency Bcube Milan
Art Director Andrea Marzagalli, Marco Cantalamessa
Copywriter Andrea Bomentre, Federico Bonenti, Maurizio Maresca - Alessandro Sabini - Paolo Troilo
Account Supervisor Sabrina Montemurro
Released July 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: DIESEL
Product/Service: GLOBAL BRAND
Agency: BCUBE
Date of First Appearance: Jul 1 2010
Entrant Company: BCUBE, Milan, ITALY
Chief Executive Officer / Executive Creative Director: Francesco Bozza (Bcube)
Associate Creative Director: Alessandro Sabini (Bcube)
Copywriter: Alessandro Sabini (Bcube)
Copywriter: Federico Bonenti (Bcube)
Copywriter: Andrea Bomentre (Bcube)
Art Director: Andrea Marzagalli (Bcube)
Art Director: Marco Cantalamessa (Bcube)
Account Supervisor: Sabrina Montemurro (Bcube)
Marketing Manager: Sauro Mariani (Diesel Italia)
Media placement: Outdoor - Italy - 01- 06 - 2010

Insights, Strategy & the Idea
BE STUPID adv campaign was planned all over the world, even in Italy.
This is a copy-oriented campaign and, most of all, is in English.
In Italy, only 20% of the population can speak English properly.
The translation of the headlines in Italian wasn’t so cool…
In such a Global Era like this, Italian dialects sound great. So we decided to make the global Diesel campaign a global campaign.

Creative Execution
STUPID is a Latin word: in Italian it is STUPIDO, but most of Italian dialects pronounce it “STUPID” (sometimes “stϋpid”, sometimes “stupt” but the sound is quite the same).
Then we played with the regional stereotype to define “the Smart”, that became “the Professor”, “the Doctor” and “the Pedantic”.
We created titles which played with local common-sayings and cultural background.
Each Italian city had its dialect posters.

Results and Effectiveness
Lots of national and local newspapers, blogs and web-sites talked about the campaign.
Some Major got angry…but web traffic (website and Facebook page) increased by 200% with 600,000 visits to the sites. People felt a big affection and pride for a campaign that spoke their own language.
The store traffic of the cities involved in the media planning increased by as much as 28% in the weeks following the campaign.