Diesel is more than a brand. It's an attitude. It's bold, provocative and will not be told what to do or how to act. Diesel lives in the moment and does what feels right. Diesel dances like nobody's looking and will go home with whoever they damn well please. This multi-channel campaign for Diesel Italy through Zooppa.com was the next evolution of Be Stupid. It celebrates those who are rebellious and risqué for all the right reasons.
With irreverent tongue-in-cheek humor, playful imagery, and smart tactics, this work further ingrained Diesel into the social conversation. It connects Diesel with those that follow their own moral compass. Because if there's ever any doubt, they just ask: What would DIESEL do?