Hundreds jump for Diesel Jeans in Sydney and Melbourne as part of global ‘Be Stupid’ campaign
It seems a pair of Diesel jeans is a pretty good incentive for stupid behaviour. This was the case last Friday as hundreds tried their luck at snatching a pair from a Hills Hoist at Customs House, Sydney and Federation Square, Melbourne.
Problem was this Hills Hoist was giant at 4 metres high and 6 metres wide and with no instructions other than to ‘jump’ and in full view of crowds, it took those with balls to ignore the risk of an embarrassing attempt and truly jump for it!
Over 400 pairs of Diesel jeans were snatched from the towering washing line and there were some spectacular scenes as stupidity inspired many to try (and often fail).
Diesel’s worldwide ‘Be Stupid’ campaign, via Anomaly London, encourages consumers to take risks and move beyond the smart and sensible track in life. To be stupid is to be brave and “Only the Brave” is one of the key campaign propositions.
The campaign calls out to each and every one of us; it’s about following your heart and not your head. It champions statements including: Smart may have the brains, but stupid has the balls. Stupid might fail. Smart doesn’t even try. Smart listens to the head. Stupid listens to the heart Stupid is trial and error. Mostly error.
Stupid Says Jump was conceived to inspire the ‘Be Stupid’ philosophy in Australians. The video footage of the activity will be seeded through social networking and on the Australian page of the Diesel website.
The ‘Be Stupid’ campaign won a Grand Prix in Outdoor at Cannes and is part of a reinvigorated push by the international jeans brand in Australia.
A large dominant outdoor campaign inclusive of supersites in both Melbourne and Sydney, digital signage at Flinders Street in Melbourne, Super 6 posters in the CBD and suburbs and street posters. The campaign has also run in leading fashion magazines including Harper’s BAZAAR, Grazia, Russh and Men’s Style.
Now managed by Brand Collective, the label has big plans for 2011 with some high impact events and executions being developed.
17 Comments
That’s a stupid tagline.
That’s just lame. All people had to do is jump a smidgeon. Pathetic stunt.
I would have thought spending 500 bucks on a pair of jeans pretty stupid.
10:25 – doesn’t that make it all the more stupid? It’s not a competition or showing of skills – it’s just for the stupidity of it.
I love the whole campaign.
So people jumped for the jeans?
Mind = blown.
How not to do a stunt that’s meant to appear funny and random:
Get a shit commercial radio station involved.
So, take a prestige product.
Put enough of them in one place to block out the sun.
Now, once your product looks as common as muck,
invite any idiot jump up and grab a pair.
Without looking the least bit stupid.
The irony of using the word ‘stupid’ in relation to Diesel marketing is just plain funny.
Please, if anyone knows the email for Renzo Rosso, send him the link.
The Australian distributors need a kick up their $500 ass.
I’ve seen this campaign around Melbourne and thought it had a sureness of touch and confidence so seldom seen in Australian advertising. I was wondering who did it. And now it turns out to be from overseas. Natch.
If the brief was to do something stupid then this is an absolute triumph.
If you can’t detect the sarcasm in my post then you’re as stupid as this campaign
This is bullshit agency/PR ‘spin’! I watched as I waited for a friend and I sat bemused watching people scratching their heads as they walked past – but not a one ‘jump for their jeans’.
When is Campaign Brief going to monitor the unproven claims of these profligate bullshitters. The concept was a sham and a failure by any measure.
Can’t stand the line but i like the attitude in the image of the girl with the CCTV cam but then the elephant imagery is a bewilderment, tonally the two, to me, seem like chalk and cheese.
http://youtu.be/pPjLcJCieDI
Ok campaign overall, but wrong for Diesel in so many ways.
What’s truly stupid is that Diesel thought it at all necessary to encourage Australians to be stupid…
Fuck this is shit
Stupid is as stupid does
This is SO off brand it’s untrue. Where’s the typically sexualised shock value?