Monday, October 8, 2007
Czech Dream (Cesky Sen)
Czech Dream, documentary released in 2003 being aired tomorrow night on More 4, 9pm.
Czech Dream follows two recently graduated film students as they perform a massive hoax on the entire Czech general public and explore the power of consumerism.
" Czech Dream documents the largest consumer hoax the Czech Republic has ever seen. Filip Remunda and Vit Klusak, two of Eastern Europe's most promising young documentary filmmakers, set out to explore the psychological and manipulative powers of consumerism by creating an ad campaign for something that didn't exist.
The campaign (designed by a renowned advertising agency) involved television and radio spots, 400 illuminated billboards, 200,000 flyers promoting Czech Dream brand products, an advertising song, a website, and advertisements in newspapers and magazines.
For two weeks, the streets of Prague were saturated with advertising for the fake hypermarket. The ads proclaimed: Don't Go, Don't Rush, Don't Spend drawing over 4,000 people to turn up on the 'opening day'. On the 31 May 2003, they arrived at a green field where, instead of a hypermarket, they found just the dream hypermarket's façade (10m high and 100m wide).
Czech Dream is a funny and provocative look at the effects of rampant consumerism on a post-communist society. Czech Dream has also caused some controversy, provoking extreme reactions in the Czech people and media and even being discussed in Czech Parliament"