Weak Winters with minimal amount of snow are a real bummer for Bici.

Diesel launches their first major campaign of 2010 entitled Be Stupid. Created by Anomaly London, the concept of this ad embraces unlimited creativity and (typically for Diesel) challenging the established rules.

Visually, the campaign is heavily inspired by today’s Internet culture – in particular the FAIL phenomenon. Images depict people in silly, stupid and often dangerous situations photographed in a digital snapshot style. Even the typography mimics the all-caps Impact texts usually seen of the Fail, Win or LolCat images.

All in all, as usual, Diesel delivers a campaign that is fun to watch, appeals to the target audience and keeps us wanting more. Kudos!

For more images from the campaign, video manifesto, collections, catalogue, and more visit:
http://www.diesel.com/be-stupid/