Diesel: Be Stupid

From my very first days in advertising, DIESEL campaigns inspired me. So when they approached us, I was excited. Regardless, we presented only one idea: BE STUPID. 

BE STUPID encouraged people to follow their hearts instead of their brains. It pitted smart against stupid. Brains against balls. Head against heart. Trial against error. Once we had "smart" as the enemy, the ideas flowed. It was a thrilling campaign. We executed two full seasons across print, retail, activations and digital. DIESEL had so much confidence in the campaign, the media buy, which ran in more than 50 countries globally, was huge.