Great stuff from Diesel again!
"The philosophy of the day was based upon the fact that the park is much more fun then the internet. “Instead of wasting our lives in front of our computers, we chose to waste our lives in the park“, Diesel stated. Digital is smart. Analog is stupid. Be stupid", writes viralblog:
"However, telling your audience to screw digital and become a fan of
analog while driving the traffic towards the offline event through
social (and asking to become a fan of the Facebook page for example) is a
nice paradox. I guess digital isn’t so stupid after all". Read more at viralblog.
Background: "Personally, I love the idea of the “Be Stupid” campaign. Its a intelligent move to turn a jeans brand into a philosophy that can be adapted by a large group among the target population. With great copy such as: “Smart sees what there is. Stupid sees what there could be.” and “Smart listens to the head. Stupid listens to the heart.“, Diesel engages their target audience to bond with their emotional side, instead of their rational."
View also > "Facebook: Fiat sprüht es an die Wand".