2037: future documentary
A while ago, a blog reader had asked me about our advertising campaign from 1998 to 1999, which had impressed her very much. The image was of a just-married elderly couple coming out of a church, which had also been used as a store banner.
According to the blog reader, the ad communicated a positive brand image and emphasized people who had worked hard all their lives.
While I was going through the Mandarina Duck archives, I found these images of “2037: a future documentary”.
This campaign ran for three consecutive seasons and its mission was to talk about a not-too-distant future.
It didn’t offer a one-sided view but rather ironically envisioned a positive 2037 characterized by present and past connections, an energy crisis, marginalization and sweeping social changes, such as political extractions (instead of elections), severe (cold) anti-terrorism measures at Malpensa airport, emigration from the USA, beer producers sponsoring the Vatican and state incentives for energy-saving procreation.
The image of the finalists of Miss Universe 2037 commented on contemporary beauty aesthetics (anorexic looking women) and presented them as mere reminders of the past!
In 2037, I think I’ll run as a candidate for something (perhaps even president) and I’ll prime myself with vitamin C before passing through Malpensa Airport.
Do you remember this campaign? How did it make you feel?
I found it highly communicative and very innovative for its time.
Technorati Tags: advertising campaign, ads, future
