Whilst the brand has just won Cannes’ “Grand Prix” award for advertising, and yet some of its adverts are still banned in England, the Be Stupid campaign continues to grow. The second stage of the media plan is unravelled.

Be Stupid campaign Spring-Summer 2010 by Diesel and agency Anomaly

After explaining the philosophy using a video sneak preview six months ago, and with the discovery of the first images in February - risky, daring, symbols of self-expression - the denim giant sets off at high speed and promotes the concept’s growth. "Now that the philosophy is put in place, we are taking the next steps of action," states Diesel representative.

Featured in WAD magazine late August, campaign no.2 keeps its promises for similarly provocative, and for the main part, playful images that are fully committed to the philosophy. Launching in early September, half of the adverts will be mediatised in the same way as before, but furthermore they will be publicised through events and street marketing activities. An advertising film could even be seen one day.