be stupid with Diesel
Last week, Diesel launched its new advertising campaign. More than a new ad campaign; it is more a brand repositioning...
Back in 2008, Diesel and it Swedish agency Farfar decided to change its tone of voice in all pieces of communication and leave the "for successful living" tag (they also changed their red logo to a black one).
Apparently it was not very smart move as the Italian firm is now coming back to the roots on the advices of its new New-York based agency: Anomaly (http://www.anomalynyc.com)
Diesel retrieves its red logo and communication style with the brand new "be stupid" tagline. Actually it is not just a tagline, they are talking about attitude and lifestyle.
To understand the campaign, see below the brand manifesto:
and here are a few pictures of the teaser in New York City Grand Central subway station:
and here are the campaign's visuals:
To me, the campaign is a real success. On a creative side first, the shots (a total of 25) are beautiful and I really like its graphic style.
On a strategic side, I think it is smart. As mentioned in the manifesto, "be stupid" has nothing to do with "dumb". This is about daring and optimism in a hard time period.
The campaign is already making much buzz on the internet. Both positive and negative:
" I suppose this can be seen as a brilliant ad campaign as it speaks directly to their consumers. Because let’s face it, if I’ve learned anything from Brett Farve’s and his Wrangler commercials, it’s that you’ve got to be stupid to want to pay $290 for a pair of jeans." could be read online.
However, since its creation, Diesel is just about buzz, controversy and provocation !
Today again it is a success!
A stupid(!) marketing plan (including guerilla, street, social media, PR, events etc...) will support the message. No TVC planned as far as I know, which makes me really happy: yes a big global campaign can be launched without TVC (and this is not a budget reason); using smart and innovative technics and media.
Well done Anomaly!!
http://www.anomalynyc.com
Back in 2008, Diesel and it Swedish agency Farfar decided to change its tone of voice in all pieces of communication and leave the "for successful living" tag (they also changed their red logo to a black one).
Apparently it was not very smart move as the Italian firm is now coming back to the roots on the advices of its new New-York based agency: Anomaly (http://www.anomalynyc.com)
Diesel retrieves its red logo and communication style with the brand new "be stupid" tagline. Actually it is not just a tagline, they are talking about attitude and lifestyle.
To understand the campaign, see below the brand manifesto:
and here are a few pictures of the teaser in New York City Grand Central subway station:
and here are the campaign's visuals:
To me, the campaign is a real success. On a creative side first, the shots (a total of 25) are beautiful and I really like its graphic style.
On a strategic side, I think it is smart. As mentioned in the manifesto, "be stupid" has nothing to do with "dumb". This is about daring and optimism in a hard time period.
The campaign is already making much buzz on the internet. Both positive and negative:
" I suppose this can be seen as a brilliant ad campaign as it speaks directly to their consumers. Because let’s face it, if I’ve learned anything from Brett Farve’s and his Wrangler commercials, it’s that you’ve got to be stupid to want to pay $290 for a pair of jeans." could be read online.
However, since its creation, Diesel is just about buzz, controversy and provocation !
Today again it is a success!
A stupid(!) marketing plan (including guerilla, street, social media, PR, events etc...) will support the message. No TVC planned as far as I know, which makes me really happy: yes a big global campaign can be launched without TVC (and this is not a budget reason); using smart and innovative technics and media.
Well done Anomaly!!
http://www.anomalynyc.com