BE STUPID. MANIFESTO by Anomaly New York for Diesel

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BE STUPID. MANIFESTO

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Industry Apparel, Clothing & Footwear
Media Promo & PR
Market United States
Agency Anomaly New York
Released December 2009

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: DIESEL
Product/Service: CLOTHING
Agency: ANOMALY
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: ANOMALY, New York, USA
: (Anomaly)
Media placement: Brand Catalog - in -Store - 01/01/2010

Describe the objective of the promotion.
To spread Stupid and disrupt fashion, and renew Diesel's rich history of rebellion.

Describe how the promotion developed from concept to implementation
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.

Describe the success of the promotion with both client and consumer including some quantifiable results
Diesel gained over 10 million media impressions from this piece alone – and this is only the beginning.

Explain why the method of promotion was most relevant to the product or service
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.