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Diesel's Fantasy Island

Diesel's new campaign integrates print, outdoor, online and event marketing elements including viral videos and a Facebook application.

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Diesel will launch a new advertising campaign in February 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.

Created by the Santo agency, a unit of WPP, the ads tout a mythical island populated by Diesel models and fans, which is further brought to life via online games, viral videos and a Facebook application where consumers can interact with the island and its imaginary population. There’s even a fake Wikipedia entry that will be updated weekly as the island grows.

“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. The idea of creating an unconventional society is very strong for a lifestyle brand.”

The new campaign will run for two seasons in fashion and lifestyle titles, including Elle, Glamour, InStyle, GQ, Details, Interview and Flaunt. An outdoor campaign will break primarily in New York and Los Angeles. The ad spend is flat with 2010, according to Diesel.

Diesel spent $4 million in U.S. advertising in the first nine months of 2010, up from $3.9 million in the same 2009 period, according to Kantar Media data.