If you can’t push your principles forward in the society where you created them, go and set up a new community to promote them. Diesel presents the follow-up of its ‘Be Stupid’ movement, which totally supports the above-stated motto, by launching ‘Diesel Island’ campaign on its website and in prints. This is a story of young adults, who are bored of keeping to the principles of the world, where common sense rules. They landed on an island (bought, not obtained by war) to “start a nation from scratch, to take what is great from the countries we know and ditch what is bad, to re-write the laws, and to right social wrongs.” Quite an ambitious goal, isn’t it?
The guys in the stills, “pioneers who arrived on the Diesel Island, seeking refuge from tyrannical regimes, economic crisis, political corruption and reality shows,” are starting their new life, in which there’s no place for stupid restrictions of the world behind the hills. They produce alternative energy by making love, they do not stop illegal immigrants, who want to escape from the wild world and get to the island to live a happy life (they can’t just walk into their realm of peace, “the less f*cked up country in the world,” but the can jump into it). The only army they have is made up of several positive guys with pillows as the weapon, they develop sustainable transportation (like the wind powered cars) and are stealing Wi-Fi from the neighboring country. Children of the wind, sun and freedom, they do not want to give their system any names ending with “-ism” (since others like capitalism and communism failed).
Diesel Island, land of the stupid, home of the brave, seems to be the only place on the Earth that could be the starting point for the renovation of humanity, of starting a new nation that knows nothing about corruption, wars and pollution. Maybe, it will be adopted by some real pioneers over some time, but so far, it’s just a set of prints created to promote the apparel of the brand. In this imperfect world, groundbreaking concepts often end up serving commercial goals.
