Tuesday, October 08, 2013

masterclass in the construction of situations

According to Debord et al a constructed situation is a ‘moment of life concretely and deliberately constructed by the collective organization of a unitary ambiance and game of events.’

A situation is designed to be lived by its participants.
It’s not just ambience, it’s an integrated ensemble of behaviour.
Situations require:

1. A temporary director or orchestrator.
The orchestrator is responsible for coordinating the basic elements necessary in the construction of the situation, and for conducting certain interventions.

2. Direct agents
The direct agents living the situation, who have taken part in creating the collective project and worked on the practical composition of the ambience.

3. Passive spectators
Passive spectators who have not participated in the constructive work, BUT whom can/should be forced into action.

In other words, a denotative lesson in how to do 21st century advertising.

1. Do something first
2. Make it surprising (funny, terrifying etc add your visceral emotion of choice)
3. Then advertise what you have done.

Do the above with skill and creativity, throw in a bit of luck and you might have a hit.
With circa 1million views in under 24 hours this one looks like a hit.

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