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The PIAF botched campaign

05.04.2017

The short video inviting to the PIAF competition has already over 90 thousand views. The wannabe bombastic scene with a dinosaur demolishing Prague is only one example of the embarrassingly executed PIAF ads based on this year’s concept

“Not #PIAFenough”

We now also present THE WORST PROMO VIDEO EVER – a low-cost exhibition by PIAF Director Marek Hlavica. Check out the trailer here.

"Bad advertising with good intent - spots, prints and banners that stayed stuck somewhere halfway between a great punch line and poor processing. In a way, we have a weakness for them," says Jiří Kubalík, Creative Director at agency Revolta.

Revolta has taken up the challenge of creating the PIAF communication for the second year already. The agency is basing the campaign on unfulfilled expectations but also on the extreme longing to react somehow, through it the agency urges all the world's creatives to show us all how it’s done.

"Our lame "meta-ads" can’t possibly leave any creative being in peace," says Jiří Kubalík.

The online banners show their highest value to be "typographic diversity" and corporate color. Printed ads are based on a similar principle. Videos are created by studio Eallin and the festival sound branding this year is in the hands of studio BaseCamp.

"We liked the concept, but the path to individual executions was not so simple. The boundaries between awkwardness and embarrassment is fragile. However, the number of views of the video confirms that the concept entertains more than just us," says Marek Hlavica, PIAF Director.

The video was viewed over 90 thousand times in less than 3 months and Mindshare helped with the promotion. Check it out here. The next phase of the campaign for the conference, which includes disclosing the program, is much more factual.

partners

PIAF 2018 is held under the auspices of Prague's mayor - Adriana Krnáčová.