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Système U: U, The Commerce That Benefits All
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The TBWA, Paris campaign initial idea was to take everyday situations related with commerce and gradually start to intervene them, turning them into gifs that become more and more complex and that gradually evolve into a somewhat crazy video-collage of rhetorical simultaneous repetitions resulting in an energetic human machinery.
The gif has become the preeminent narrative device of our time, even though narrative might not be an accurate term because storytelling usually has beginning, middle and end while a loop has all of them at the same time. They are cycles that go on forever. With this in mind, the repetition is used as a timeless instrument that can change its meaning when placed in different context. This is how the video-collage is constructed. Elements are looped, and then taken out of their own context and place dingo a new one, always emphasising in the positive influence that commerce has on our family, leisure, social life and work.
Line Producer: Karine D'Hont, Damir Vajdic Related
Système U: #GenderFreeChristmas
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