Czech Dream asks some powerful questions. Can capitalism have a human face? Sure it can. Student filmmakers Vít Klusák and Filip Remunda had an idea. They invented the “Czech Dream”, a marketing campaign about the grand opening of a super mega (or hyper) market. They position themselves as businessmen and locate a public relations and advertising agency to create a marketing campaign for them. The campaign is about the opening of this super store. They create billboards and pamphlets, radio jungles and a television commercials. The advertisements said “don’t shop”, “don’t come”, “don’t spend” and so on. Yet even though the ads said DON’T – more than 2,500 shoppers appeared at the “grand opening”. As they waited behind a partition, they looked longingly at the “building” in the difference.
DON’T GO, DON’T RUSH, DON’T BUY, DON’T SPEND.
What appeared as a huge market from a distance was really just a canvas facade held up by scaffolding. When the ribbon cutting ceremony was complete and the ribbons cut, shoppers ran madly towards the facade, believing it to be a real store with too good to be true prices. Of course, when they got there, they saw it was all just a hoax.
Many of the people were sad, others very angry. The people reacted in many different ways, all based on their own unique life experience and belief systems. They began…
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