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July 6th, 2011
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Case Study / DIESEL – Be Stupid
DIESEL – Be Stupid
How do you find a way to make a TV commercial about watches feel very fresh and unique for an equivoque and bold brand like Diesel?
OUR ROLE
Diesel asked North Kingdom to be their agency for the fall/winter BE STUPID campaign. As part of the campaign we were asked to create a TV commercial that would showcase their new range of male and unisex watches.
CHALLENGE
At an early stage the team thought that the very production of the films should be a statement itself. Like a manifesto of Diesels message of ‘Be Stupid’, which essentially means liberating yourself from society’s conformity. So we all worked around one essential question – how to add a different angle to the Be Stupid message?
SOLUTION
We kept the creative process very open and transparent. By reaching out to unconventional production partners and working extremely open and collaboratively with them the process itself lead us to Santa Domingo, Dominican Republic. Everything was scripted, shot and post-produced locally there.
TARGET GROUP
Young urban male/females with a passion for the Diesel brand.
PARTNERS
Rita Indiana, Noelia Quintero, Kalle Gadd.
