Another of the things I picked up on while in New York was the amount of space the ‘Be Stupid’ campaign by Diesel is getting around the city. All the stores have their windows full of the posters:
And subway corridors were often solely occupied by varying ‘Be Stupid’ prints, you had to try very hard to miss it.
It also has the viral to support it:
I love it. It’s the essence of creativity. Every time you sit down in a room with the aim of being creative, you are sure to have an idea that most would consider a ‘think before you speak’ moment. It’s these moments that evolve into the greatest campaigns, don’t over think these ideas, share them, speak up.
What do you think the guy who suggested the Cadbury’s Guerilla idea thought before speaking up about it to his colleagues? Yet it is seen as one of the most original pieces of advertising in the last decade. It reinvigorated the ‘share how it feels, not what it does’ philosophy among marketers.
I for one, intend to be stupid*.
(* Many would say ‘more’ stupid; they are correct).
