Promenada Craiova — Tram Activation
Silver Bunnies in mosaic-mirror costumes, riding a tram through Craiova, stop after stop.
A mall that wanted
people outside the mall
Promenada wanted to reach people who were not in the mall yet. An appearance in the gallery only catches the traffic that already exists, and whoever stayed away saw nothing. The point was to take the campaign out into the city, among people who had no plan to visit Promenada that day.
Silver Bunnies riding
a city tram
Silver Bunnies, characters in costumes covered in mosaic mirrors that catch every light around them, put on board a tram running through Craiova. The Promenada campaign travelled the tram route, among the passengers, stop after stop. A banner gets ignored out of habit. The characters in the carriage did not: the audience was half a metre away with nowhere else to look.
- Silver Animals
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Mosaic mirrors on the costume
The Silver Bunnies are covered in small mirrors. Inside a tram they catch the light from the windows and the bulbs and spread it across the carriage.
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An activation on the route
The act travelled the city with the tram, so it reached passengers who had never planned a trip to the mall.
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Costumes from our collection
We built nothing special for the campaign. The Silver Bunnies already existed here, so the mall paid for the appearance, not for a production from scratch.
Costumes from our collection,
an unusual format
The Silver Bunnies come from our own costume collection, placed in a format nobody had asked for before: narrow space, low ceiling, a captive audience, stop after stop. Because we build the costumes and send the performers, we fitted the act to a tram instead of a walkabout through the gallery.
„Promenada left the gallery and rode through Craiova, half a metre away from the passengers."
