# 3D-Parodying Ads The Procopio Ferreira Theatre Campaign Shows Why Performance Art Rules By Meghan Young | Published 2013-03-01 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/procopio-ferreira-theatre-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/03/procopio-ferreira-theatre-3d-hamlet-3d-opera-3d-cabaret/) 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](https://www.trendhunter.com/trends/beige-billboards) 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](https://www.trendhunter.com/trends/mwcurated) 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](https://www.trendhunter.com/trends/switzerland-is-fake) the blue and red eyeglasses worn by 3D movie-goers. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 61% | Activity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: South America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **3D Parodying Ads:** Using parody in ad campaigns to attract audience's attention and promote a product or service with humor and satire. - **Embracing Technology in Performance Art:** Incorporating technology, such as 3D, to enhance performance art and create a unique and immersive experience for the audience. - **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. ### Who This Affects Most - **Advertising:** Opportunities to create disruptive ad campaigns that use humor and satire to attract audience's attention and promote a brand or product. - **Performance Art:** Innovative use of technology, like 3D, to enhance the audience experience and create immersive and unforgettable performances. - **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. ## Related on Trend Hunter - [Drug-Themed April Fool's Gags](https://www.trendhunter.com/trends/innocean-berlin.md) - [Playful Creative Design Billboards](https://www.trendhunter.com/trends/3d-billboards.md) - [Playful Billboard Campaigns](https://www.trendhunter.com/trends/dreamies-treats.md) - [Visual Museum Campaigns](https://www.trendhunter.com/trends/museum-campaign.md) - [Mixed-Reality Cola Billboards](https://www.trendhunter.com/trends/3d-coca-cola-billboard.md) - [Celebratory 3D Illusion Billboards](https://www.trendhunter.com/trends/adidas-dubai.md) - [Review-Based Marketing Campaigns](https://www.trendhunter.com/trends/amazon-campaign.md) - [Spooky Street Ad Experiences](https://www.trendhunter.com/trends/fanta-halloween-projection.md) - [Anthropomorphic Store Campaigns](https://www.trendhunter.com/trends/short-social-films.md)