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Industry Clothing
Media Promo & PR
Market Italy
Agency PIANO B
Producer Giovanni Marcolini
Photographer Amedeo Novelli
Released February 2010

Credits & Description

Category: Event and Field Marketing
Product/Service: CLOTHING
Agency: PIANO B
Date of First Appearance: Feb 19 2010 12:00AM
Entrant Company: PIANO B, Milan, ITALY
Entry URL:
Creative director: Mario Viscardi (Piano B)
Account: Lordana Giulioli (Piano B)
Production manager: Sergio Zafferini (Piano B)
Producer: Giovanni Marcolini (Piano B)
Production assistant: Stefania Teretti (Piano B)
Public Relations & Press Office Manager: Alessandra Lanza (Piano B)
Public Relations & Press Office Assistant: Brenda Debiasio Romeo (Piano B)
Art director: Guido Morozzi (Piano B)
Video Producer: Paolo Shama (
Photographer: Amedeo Novelli (FotoUp)
Media placement: Billboards - Streets / Public Places - 19 February 2010
Media placement: Guerrilla Materials (Flags, Placards) - Streets / Public Places - 19 February 2010
Media placement: Video Festival - Anteo Cinema Theatre (Milan) - 18 March 2010

Describe the objective of the promotion.
Diesel launched a new campaign and a claim which spread all over the world: Be Stupid. A life philosophy about creativity and the nerve to take risks. The challenge for us was to further develop the concept, devising and producing unconventional marketing activities in order to increase the brand awareness, to involve a wide and differentiated public on the whole Italian territory, and to recruit as many followers as possible of the “Be Stupid movement”.

Describe how the promotion developed from concept to implementation
We converted into actions the Be Stupid concept, conceiving a series of activities in public places able to draw attention and make people interact, turning passers-by into active promoters of the new philosophy. We created speaking human billboards. We invaded the streets positioning unmistakable flags and placards. We carried an ambush marketing operation that took place around the Sanremo Music Festival. Finally, we involved the public in the artistic direction of the Be Stupid Video Festival and contest: an original selection of genially stupid Youtube videos, selected and realised by users and projected at a cinema theatre in Milan.

Describe the success of the promotion with both client and consumer including some quantifiable results
-10 days of activity. -11 Italian cities: Milan, Sanremo, Turin, Padua, Rome, Bologna, Siena, Perugia, Pisa, Naples, Bari. -4000 flags raised along the streets and hung on balconies. -4000 Be Stupid t-shirts distributed. -300 placards used during the ambush marketing activity. -40 videos selected and projected at the Video Festival. The activities had a great and more than expected success among the public, who actively participated in all of them, and fulfilled our client’s expectations. At the end of the campaign we estimated more than 1.000.000 direct contacts who are now part in all respects of the Be Stupid movement.

Explain why the method of promotion was most relevant to the product or service
All activities were in tune with the concept of creativity expressed by Diesel's new campaign: ingenious and stupid at a time. We started from the most traditional advertising media, billboards, and turned them into something innovative and unconventional, able to directly address people and recruit supporters, inviting them to join the Be Stupid movement. The flags and placards activities were designed to spread the word about it all over Italy. The festival and contest, awarding a prize to the funniest and most brilliant video, gave people the opportunity to become active protagonists and ambassadors of the Be Stupid philosophy.