Diesel launches controversial ‘Land of the Stupid & Home of the Brave’ campaign nationally today
International lifestyle brand Diesel launches its controversial new campaign ‘Diesel Island: Land of the Stupid & Home of the Brave’ in Australia today.
In light of the increase in pollution, wars and corruption in the world, and closer to home with the carbon tax debate, live cattle export and asylum seekers, Diesel has decided the world is fucked up, so it has created its own island. Stuff paying carbon tax, escape to Diesel Island.
Diesel Island is a follow on from its previous campaign “Be Stupid” which encouraged consumers to take risks and move beyond the smart and sensible.
Conceived by global advertising agency Santo, the campaign documents the first pioneers arriving on the tropical island – living exciting experiences, solving some of the world’s oldest problems and holding wild parties to celebrate the birth of their nation.
![DieselIsland_SP_low[1].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2011/07/03233210/DieselIslandSPlow5B15D.jpg)
![DieselIsland_SP_low[2].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2011/07/03233211/DieselIslandSPlow5B25D.jpg)
The story is told through a series of videos and still life images, all of which are produced with Diesel’s customary panache, both visually and editorially.
The campaign depicts Diesel Island ‘Pioneers’ and how they deal with key social and political issues, including:
Homeland Security – Everyone is welcome on Diesel Island, they have built a wall but it is only half a metre high so everyone can get in
Government – they elect a leader depending on who is most likely to be involved in a sexual scandal
Social issues – they celebrate every single religious holiday so no one feels left out – Industry – Diesel Island is the largest exporter of sexual energy –
Sustainability – Don’t worry about Stage 3 restrictions, in order to save water,
Pioneers shower in groups.
The creative is daring and not only are the pioneers scantily clad in Diesel apparel, one of the ads frankly says: “Diesel: the least fucked up country in the World”.
This provocative campaign will appear in key fashion magazines including Russh, Grazia, Harpers, GQ, Men’s Style and Vogue, after a hard push to get it over the line due to the language used.
The campaign was launched in Europe earlier this year and received an overwhelming response from media and consumers alike and not only generated discussions on Diesel Island but debate on real political and social issues in the World as well.
The campaign in Australia will include an outdoor campaign with billboards and street posters throughout Sydney and Melbourne as well as a strong print push over the next three months.
As part of the campaign, Diesel will be also holding a large Diesel Island event in Sydney at the end of August which is set to also push some serious boundaries.
VIEW ALL THE PRINT ADS: DieselIsland_SP_low.pdf
Check out the Diesel Island video here
16 Comments
Fucking awesome. Thanks god for Diesel. Showing to the world for more than 20 years than ideas can sell fashion. Australian fashion brands/retailers: Look and learn.
It’s not very intellectual. And it’s pessimistic. I think the world knows how fucked up it is without the beautiful people reminding us.
For all intents and purposes it’s a fashion ad with judgement. All we need.
guys, this is weak as shite. its like, lets come up with some supposedly witty copy, and pair it with some generic fashion, and hopefully it will make the clothes seem groundbreaking. Hate to tell you but I think Santo’s global campaign got off the bus a few stops to early and is running to catch up with Benneton. this really is just ghastly. terribly type set as well. your lines are terrible and your clothes are too!
The triumph of the uncluttered mind.
Just looks like an editorial fashion spread with the words Diesel Island to me.
not good. doesn’t make me think they are cool at all. trying waaaayy too hard. check out Kenny Power and K-Swiss. Now that’s the shit.
I’d have to agree with 11:19.
This tried really hard, but for me just doesn’t hit the mark. Not funny, not clever. But a hell of a lot better then the other fashion stuff that’s come out lately.
K-Swiss, Kenny Powers is certainly the bench mark.
Yup. Kinda just makes me want to slap the models.
As you stare at these photos of beautiful children on a desert isle, you can almost hear the wind whistling through their ears. Vapid and vapider.
Style without substance, ah Gen Y.
10.24 am, you’re obviously a pretty bad creative who has no business working in the ad industry
The video is funny, but the posters were obviously written and art directed by someone who doesn’t get the idea.
No doubt locally produced?
Kenny Powers is good…
But Terry Tate’s the original fake sports star in the corporate world. Look it up.
i’d like to see the models really left on an island to fend for themselves. in heels. along with the duds who came up with this nasty, negative nonsense.
3:36
The only thing worse than a campaign that is “nasty, negative nonsense”, are anonymous blog comments that are nasty, negative nonsense.
2:38 is right there’s a disconnect between the film and the posters. Why do these brands water down global campaigns when they hit our shores?
Diesel Island. A pity there’s no there there.