http://vimeo.com/19500006
this video link was designed by Chinese Li Xiaofeng for Lacoste.
http://www.dandad.org/learning/commentary/diesel-island
Following the success of their ‘Be Stupid’ campaign, Diesel set about creating a entirely new and stupid society: Diesel Island – a mythical utopia where the principles of the Be Stupid manifesto could thrive and flourish.
‘Diesel is a brand with a very clear understanding of what makes them unique and its Be Stupid campaign does a great job of bringing their contrary, tongue-in-cheek view of the world to life,’ says Davie. ‘Diesel Island builds on this positioning, taking the essence of a successful ad campaign and creating a whole new world that celebrates the attitude as much as the clothes.
‘Diesel Island moves the brand on from the glossy pictures and beautifully shot TV ads that predominate in the fashion world. The campaign is built around a rich, detailed and engaging narrative – the kind of story that brands need to become adept at telling in order to connect with audiences in a fragmented media landscape.
‘The story is told through a series of videos, all of which are produced with Diesel’s customary panache, both visually and editorially. The use of language is particularly well-crafted and as you’d expect, the casting and styling are executed to the same high standard.’
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