I get what they were going for but what are your thoughts on 'Be Stupid' being the campaign name? How do you possibly get the higher-ups to agree to something like this? Whether it was when I worked in agencies or as a freelancer, I've never gotten a green light on any outrageous or avant-garde ideas I've proposed. Is there a hack to get it done? :P

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Confused on your train of thought for this, you like it and wonder how it gets sold through or you hate and wonder how it got sold through… this is a 12 year old campaign that won everything when it came out. It’s a smart insight, well told. Google and find the manifesto that sold it in… very good. From memory it was from an average network like Sapient… they must’ve had a small silo of smart folk who sold this in

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Yep, this campaign is the only reason they have any reputation at all

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It’s great. Their target is young people. The fun of being young is all about doing dumb things. Great insight that most fashion/liquor brands mess up by trying to be too straight and poetic. They kept it simple and irreverent in a way that’s true to past Diesel work, which is also how you sell it.

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Exactly. Young people are only turning heads when it makes them turn heads. And Diesel figured out what to do ... get someone to flash LOL

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Whatever. It’s fashion. Visuals are the hero and the more “attention grabbing” the better as far as clients are concerned.

Calvin Klein is king of this type of sexual low-hanging fruit. Diesel simply added a few words to go with it.

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i think the headlines for the campaign are funny. and not all of the visuals are sexual like CK does. there’s a very irreverent tone that speaks to the demo quite well.

No hacks. Just a strong enough team that can persuade the client. And within the agency, it's all about the way you deliver it. Make sure you sound like you have enough confidence in yourself almost on behalf of the whole team presenting the idea to your ACDs and CDS.

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It’s not outrageous if it has a strong strategy based on hard-won insights from killer research. It’s just a good idea. The way you sell it through is by believing in the thinking behind it. Vanessa Van Edwards from Science of People has some really excellent tips on how to deliver an idea in a believable credible no nonsense way. there is a recent Diary of a CEO podcast with her explaining some of her thinking. https://www.youtube.com/watch?v=VHUrdELKjDw&t=5278s

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Great share! Thank you

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This would never sell today

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Agreed!

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Also, not a fan of Be Stupid. But I guess it works! Made you look twice and ties in with the Diesel energy.

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