Agency: Anomaly, London
Art Director: Anomaly
Copywriter: Anomaly

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Different and crazy is rewarding.
2. Affective: In a world of globalization, ubiquity, and apathy being smart means blending in. It means you’ll get by in the world. But who wants to just get by!? Be bold, be brave, be new and your life will be richer than you’ll ever imagine.
3. Conative: Do something you’re not suppose to. Take a chance on that wacky scarf, or that colorful shirt. Take a step out of your comfort zone and buy an accessory or piece of clothing you usually wouldn’t and live a little all ready!

Positioning
To expand it’s reach, Diesel propose the Stupid campaign. Stupid means doing something of risk that you may otherwise not do. But as the saying goes, with high risk comes high reward. This campaign seeks to encourage apparel sales by encouraging the behavior of risk. Whether it be to impress the boy or to draw attention from the girl at the bar or simply becuase of how it makes us feel, we all take risks on the clothes we buy. Subconsciously we think, will I still like this in the morning? Will she/he think I look sexy in this? We take the chance that the answer to these questions is yes. Being stupid means saying yes and living a little. It means breaking away from what we’re use to and trying something new. It means taking a big shot of life and enjoying the thrill. It means standing out and doing what you want. And it means living carefree. Stupid is a way of life.

Consumer Promise
Take the chance and life becomes more interesting.

ADDITIONAL EXECUTION

1. Visual: A hipster guy standing with his back to the camera and one hand up on his neck. He faces a three way intersection in an urban environment. The ad features his hat, which he wears backwards, his wrist watch and his shirt.
2. Copy: Smart weighs all the options. Stupid closes its eyes and picks.