To promote a shock documentary series on day-to-day life in one of America’s worst prisons. More than 30.000 place settings depicting a picture of a disgusting prison meal tray were distributed at lunchtime in Paris eateries and brasseries (restaurants). This ambient promotional campaign for the show generated far more attention than the press and poster campaign that was launched concurrently. The outcome? The chain achieved its highest viewing figures since its foundation in 2001. Many articles were written mentioning the operation in the French daily press and in French magazines.
Advertising Agency: H, Paris, France
Creative Director: Fabrice Delacourt, Olivier Desmettre
Art Director: Philippe Boucheron
Photographer: Emmanuel Pierrot
Published: October 2008
Carpet Surprise – march 2009 – Dongsi District, Chayangmennei Dajie, Fuchengmen and Sanbulao areas, Beijing, China. Street public temporary events happening all along year 2009 in order to share the Instant Hutong project with people and bring it back to the city districts it was inspired from. During the Carpet surprise happenings, fragments of Instant Hutong project will be shown to the Hutong dwellers inside the courtyards and on the public lanes. Showing the work to the Hutong dwellers is an exhibition way which is sympathetic to the urban and social anarchic structure of the Hutong itself.
„Photographed by Oleg Gaponyuk and Andrei Zubets – this amazing set of aerial panoramas were converted to a multi-resolution flash virtual tour.”
