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Paul McCamley 7 years ago
Czech Dream (Czech: Český sen) is a documentary film directed by two young Czech directors: Vít Klusák and Filip Remunda. The film was released in February 2004. It recorded a large-scale hoax perpetuated by Klusák and Remunda on the Czech public, culminating in the "opening event" of a fake hypermarket. The film was their final project for film school. Remunda and Klusák invented the "Český sen" hypermarket and created a massive advertising campaign around it. Posing as businessmen, the two film students managed to persuade an ad agency and a public relations agency to create a campaign for them. Billboards appeared on Czech highways, and 200,000 pamphlets were distributed in Prague. A jingle was recorded, and there was a series of television commercials. The advertising campaign slogans were "don't come" and "don't spend", etc. Still, the filmmakers succeeded in attracting more than 3000 shoppers to an empty plain for their "grand opening" on May 31, 2003. What looked like a huge...
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