Cesky Sen Guide, Meaning , Facts, Information and Description
Český Sen (The Czech Dream) was a large-scale hoax perpetuated on Czech advertising industries and public by two film students in 2003. A documentary of the hoax, also entitled "Český Sen", was released in February 2004.Filip Remunda and Vit Klusak invented a fake supermarket, "Český Sen", and created a massive advertising campaign around it. The supermarket was presented as having unprecented scale and low prices, featuring products such as a television for 500 Kc ($19). They succeeded in attracting over a thousand shoppers to an empty plain for their "grand opening" on May 31 2003. What looked like a huge building from a distance was actually only a canvas facade backed by scaffolding.
The students, posing as businessmen, managed to persuade ad agency Mark/BBDO and with PR agency Protocol Services to create a campaign for them. Billboards appeared on Czech highways, and two hundred thousand pamphlets were distributed in Prague. A jingle was recorded and there was even a television ad.
The idea for the hoax came from a 2002 study by Incoma Research reporting 30 percent of Czechs shop mainly at hypermarkets. There has been growing concern in the country about the growth of advertising and consumerism.