The Czech is in the Mall

Film students Filip Remunda and Vit Klusak fooled 1,000 people into coming to a nonexistent mall.

from article:

To explore the power of advertising, Film Academy (FAMU) students Filip Remunda and Vit Klusak set out to build the largest spoof ad campaign the country has ever seen. Ad spots were broadcast on Czech Television (CT) and on the radio for Cesky Sen, and the public transportation system displayed posters. Flyers were distributed to unsuspecting passersby.

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.

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.