The Procopio Ferreira Theatre campaign makes a very strong case: "Teatro. Sempre 3D." That means, "Theatre. Always 3D." in Italian. There are a lot of other arguments that can be used to encourage people to embrace this emotional and evocative performance art, but the creators behind this campaign decided to address the desires of modern society. The Procopio Ferreira Theatre campaign should have also pointed out that their audience won't walk away with headaches.
Conceived and executed by Escala, an ad agency based in São Paulo, Brazil, the Procopio Ferreira Theatre campaign was art directed by Renan Bulgari with creative direction by Getúlio Mentz Albrecht Filho. The hilarious images parody the blue and red eyeglasses worn by 3D movie-goers.
3D-Parodying Ads
The Procopio Ferreira Theatre Campaign Shows Why Performance Art Rules
Trend Themes
1. 3D Parodying Ads - Using parody in ad campaigns to attract audience's attention and promote a product or service with humor and satire.
2. Embracing Technology in Performance Art - Incorporating technology, such as 3D, to enhance performance art and create a unique and immersive experience for the audience.
3. Addressing Modern Society's Desires - Developing campaigns that address the desires of modern society and incorporate them in a brand's messaging and marketing strategy.
Industry Implications
1. Advertising - Opportunities to create disruptive ad campaigns that use humor and satire to attract audience's attention and promote a brand or product.
2. Performance Art - Innovative use of technology, like 3D, to enhance the audience experience and create immersive and unforgettable performances.
3. Marketing - Developing marketing strategies that address the desires of modern society and incorporate them in a brand's messaging, ultimately creating differentiation and competitive advantage.