Diesel launched a new advertising campaign in under a “Diesel Island” theme that integrates print, outdoor, online and event marketing elements. The campaign is an evolution of the brand’s current “Be Stupid” tag line.

“Think ‘Lost’ but with nicer clothes and no polar bears,” said Riccardo Bellini, Diesel’s global vice president of branding and marketing. “A tropical utopia made real, where the stupid and the brave can find their home.