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Dramatized Domestic Advertising

This FEST Campaign Inspires Theatrical Everyday Activities

— October 9, 2011 — Marketing
Films tell magical stories that entertain and affect viewers well beyond the featured screening. This FEST campaign captures the allure that fictional characters have when compared to humdrum everyday life and the way that movie enthusiasts fantasize about more theatrical lives.

These four prints were created by Kreativa New Formula of Belgrade, Serbia, to stir up hype for the FEST International Film Festival. Each image pictures a person in a domestic or city setting, carrying on with common tasks while exercising a little costumed role play. The question, "What's your role?" is posed in the top right corner of every ad in the FEST campaign, presenting a superhero, a detective, a masked assassin and Marilyn Monroe engaged in ironing, strolling, cooking and commuting.
Trend Themes
1. Theatrical Role Play - The trend of incorporating theatrical role play into everyday activities offers opportunities for businesses to create immersive experiences and engage consumers in unique ways.
2. Fantasizing About Cinematic Lives - The trend of fantasizing about more theatrical lives showcased in this FEST campaign presents opportunities for industries to tap into consumers' desires for escapism and offer products or services that provide a sense of glamour and excitement.
3. Merging Fiction with Reality - The trend of merging fiction with reality, as depicted in these prints, opens up possibilities for industries to blend entertainment and everyday life, creating innovative and immersive experiences for consumers.
Industry Implications
1. Event Planning & Experiential Marketing - The event planning and experiential marketing industry can leverage the trend of theatrical role play to create interactive events and campaigns that transport participants into the world of their favorite movies or characters.
2. Fashion & Cosmetics - The fashion and cosmetics industry can capitalize on the trend of fantasizing about cinematic lives by offering products that allow consumers to emulate the glamour and style of their favorite movie characters.
3. Home Decor & Interior Design - The home decor and interior design industry can explore the trend of merging fiction with reality to create themed living spaces that bring the enchantment of movies into people's homes, offering a unique and immersive environment.
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