When it comes to advertising, most fashion brands are happy to just hire the latest top models and hottest photographers and let them take care of everything. What I love about Diesel is that each season they don’t simply produce a set of ads, they generate an entirely new company manifesto. That marketing messsage is then spread through imaginative use of the latest communication tools available to them. This season is no different because for Spring/Summer 2011 they are starting their own country – Diesel Island, which apparently will be like Lost, but with nicer clothes and no polar bears. They have loads of interesting stuff planned – viral videos, Facebooks apps and the like, but for the time being we just have a sneak peek of the print campaign – sub-titled Land Of The Stupid, Home Of The Brave.