This integrated campaign for Diesel was the next evolution of Be Stupid. It established Diesel as a holier than thou authority of fashion that cannot be judged. With irreverent tongue in cheek humor, playful imagery, and smart tactics the work further ingrained Diesel into the social conversation. It connected Diesel with those that follow their own moral compass confidently because if they’re ever in doubt they'd just ask What Would Diesel Do. Winning campaign developed for Diesel and Zooppa.com.