The Challenge:To spread Stupid and disrupt fashion, and renew Diesel's rich history of rebellion.

Stupid is a wonderful thing. It’s a way of life. It’s how we, Diesel, think you should love. The world would be a much happier place if we were all a bit more stupid. Stupid is not advertising, it's a movement. And this is the manifesto of stupid – delivered to the whole world as a big, ridiculous oversized bible in every Diesel store across the globe.

Results:Stupid is not advertising, it's a movement. And this is the manifesto of Stupid – delivered to the whole world as a big, ridiculous oversized bible in every Diesel store across the globe.

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