Cannes Lions

CLOTHING

ANOMALY, New York / DIESEL / 2010

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

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.

Outcome

Diesel gained over 10 million media impressions from this piece alone – and this is only the beginning.

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