Diesel: STUPID GLOCAL CAMPAIGN

Credits & Description:

Category: Best Localised Campaign

Advertiser: DIESEL

Product/Service: GLOBAL BRAND

Agency: BCUBE

Date of First Appearance: Jul 1 2010

Entrant Company: BCUBE, Milan, ITALY

Chief Executive Officer / Executive Creative Director: Francesco Bozza (Bcube)

Associate Creative Director: Alessandro Sabini (Bcube)

Copywriter: Alessandro Sabini (Bcube)

Copywriter: Federico Bonenti (Bcube)

Copywriter: Andrea Bomentre (Bcube)

Art Director: Andrea Marzagalli (Bcube)

Art Director: Marco Cantalamessa (Bcube)

Account Supervisor: Sabrina Montemurro (Bcube)

Marketing Manager: Sauro Mariani (Diesel Italia)

Media placement: Outdoor - Italy - 01- 06 - 2010



Insights, Strategy & the Idea

BE STUPID adv campaign was planned all over the world, even in Italy.

This is a copy-oriented campaign and, most of all, is in English.

In Italy, only 20% of the population can speak English properly.

The translation of the headlines in Italian wasn’t so cool…

In such a Global Era like this, Italian dialects sound great. So we decided to make the global Diesel campaign a global campaign.



Creative Execution

STUPID is a Latin word: in Italian it is STUPIDO, but most of Italian dialects pronounce it “STUPID” (sometimes “stϋpid”, sometimes “stupt” but the sound is quite the same).

Then we played with the regional stereotype to define “the Smart”, that became “the Professor”, “the Doctor” and “the Pedantic”.

We created titles which played with local common-sayings and cultural background.

Each Italian city had its dialect posters.



Results and Effectiveness

Lots of national and local newspapers, blogs and web-sites talked about the campaign.

Some Major got angry…but web traffic (website and Facebook page) increased by 200% with 600,000 visits to the sites. People felt a big affection and pride for a campaign that spoke their own language.

The store traffic of the cities involved in the media planning increased by as much as 28% in the weeks following the campaign.