Diesel: Island

Communism, capitalism, or any other system ending in "ism" have no place on Diesel Island. For it is a place where the people are free to create their own laws. It's the land of the stupid and home of the brave, and you can help shape its future by becoming a citizen at Diesel Island.

“The world is fucked up, so Diesel had the stupid idea of creating the least fucked-up country in the world.” That’s how they pitched the, ‘Land of the stupid, home of the brave,’ AKA Diesel Island – a mythical utopia that evades world problems like war and pollution, and allows its beautiful inhabitants to focus on fun in the sun and boosting the island’s future population (by having sex for three hours at a time).

The massive campaign by Santo London was launched with a series of online films that introduced the founding tribe, detailed the country’s ‘history’ and even shared its national anthem, which poked fun at the national stereotypes of the world’s major powers (including Italy, the brand’s home).

Virtual visitors were encouraged to participate in shaping the island’s laws and interact with its citizens online. Visiting an official ‘embassy’ (a Diesel Store) gave the opportunity to obtain a ‘passport’ which could be used to collect visas by buying clothes or attending one of more than 40 free events in six UK cities as part of the School of Island Life throughout May.

These included talks and workshops on film, art, politics and music, held by experts including Howard Marks, Goldie (two people who know a thing or two about getting fucked up), Metronomy, Totally Enormous Extinct Dinosaurs, Stephen Walter and Mr Hudson, to name a few.

What’s more, anyone with at least one visa in their passport can get free tickets for a special gig to mark the culmination of the School of Island Life project on Friday 3rd June at Red Gallery London, with sets by Aeroplane, Goldie, Punks Jump Up, and more. JL