This campaign sought out to be a movement rather than product focused advertising. We wanted to reconnect Renzo Russo’s original passion for social opinion and conversation to his bold product vision.
The pursuit of original ideas and innovation was the core motivation behind Be Stupid. The images or scenerios were conceived, staged and art directed to demonstrate these values. Three photographers were used simultaneously over two weeks to achieve the campaign’s timeless, found image look.
The pursuit of original ideas and innovation was the core motivation behind Be Stupid. The images or scenerios were conceived, staged and art directed to demonstrate these values. Three photographers were used simultaneously over two weeks to achieve the campaign’s timeless, found image look.
The art direction and design won several awards including, Cannes Lion Grand Prix, The One Show Gold Pencil, D&AD In Book Award and the Andy Award.
Be Stupid’s global media buy touched all continents and pushed buttons whenever it could, including at the historic location of the Berlin wall. The campaign also had a huge presence at fashion trade shows around the world, including Pitti Uomo and Bread and Butter.
Be Stupid’s global media buy touched all continents and pushed buttons whenever it could, including at the historic location of the Berlin wall. The campaign also had a huge presence at fashion trade shows around the world, including Pitti Uomo and Bread and Butter.
Concept & Art Direction
