český sen (czech dream)

czech dream
directed by filip remunday and vit klusak, this documentary explores the psychological and manipulative powers of consumerism by creating an ad campaign for something that does not exist: Czech Dream - The Hypermarket for a better life! the campaign (design by a renowned advertising agency) involved television and radio spots, billboards and flyers, an advertising jingle, a website and advertisements in newspapers and magazines. on "opening day", 31 May 2003, over 4,000 people arrived at a green field where, instead of a hypermarket they found just the dream hypermarket façade - 10 metres high and 100 metres wide. this documentary is a look at the effects of rampant consumerism on a post-communist society and how czech dream caused much controversy, provoking extreme reactions in the czech people, the media and in the czech parliament.

the opening day of český sen hypermarket 9.5 minutes clip


what have they encountered in the end?