Here’s a cheeky campaign that fashion brand DIESEL just launched.  They have made available the Be Stupid at Work app, which turns your Facebook into a Exel spreadsheet.  Why? So you can fool your boss into thinking you are working when you are actually slacking off.

To be honest, I find the copy used in the campaign a bit… ahh… confusing.  I’m not getting the logic of “stupid conquering the smart world.”  Regardless, I do think that Exelbook is pretty cool, and it’s also a great example of the essence of the Brandalizm™ wave: BRAND HACKING.

By mashing up Exel and Facebook and allowing people to be a bit naughty at work, they are continuing their long tradition of branding themselves as edgy and envelope pushing.

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