The year is 3001, Rome is a city divided. An earthquake has opened a huge crack in the ground breaking, the city in two. It is total chaos. The crack is venerated as a deity, while the New Roman Empire came to power and has divided the population into two on an economic basis. The only possibility Redeem outcasts seems "the cup", the soccer tournament that Tiberius going to win ... to save the future of Rome. The video comes from a Nike advertising campaign launched in 2001 in Italy and particularly in our region. The campaign, tied to the organization of a football tournament held in Rome at 5, was supported by the traditional media: newspapers, billboards, radio and television. But there's more. Thanks to the work of the talented Croatian Danijel Zezelj , which handled the graphics, what could be the usual television spot has become a fresco animated and physically took shape in a beautiful balloon presented in the newspaper LaRepubblica .
Starting from a simple and practical starting point in the campaign, Zezelj develops the story in a surprising way. The narrative is very effective for images and emotions at first glance. The captions, dried and determined, are always apt and blend perfectly with the drama and tension of which is imbued with every table.
The whole thing, then, may well be read as a metaphor for our lives every day against exclusion, racism and violence prevailing in the sport in everyday life. Moreover, one senses that in the viewfinder of Zezelj there are also genetic engineering and globalization (Nike is just in a comic, strange but true!). Today
this video, seen, downloaded, embedded , can be considered an example of viral marketing in all respects with a special extra: the still bursting at 7 years.
Congratulations to Nike but especially Zezelj.
0 comments:
Post a Comment