This creative award winning ad campaign is by Diesel Jean Company. In the ads they take the term smart as being stuffy, geeky and a non-risk taker. But they label stupid as being brave, daring and creative. The campaign depicts a series of posters of people “acting stupid.” The core message Diesel is focusing on is meant to be very positive with a twist of quirky humor. Diesel wanted to reach out to people doing “something stupid” as in starting a band, building a tree house and or just creating art.  People that are smart tend to make good decisions and do not take many risks, which in fact could hold them back from experiencing something great for their future. The execution of the ads visually helps to influence the concept of being “stupid.” The pictographic images used in the ads helps to visually understand the meaning of the message more easily. The images make the ad more memorable and entertaining.

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