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Recovering the Promise of 1989

Client

FORUM 2000

Capabilities

Advertising, Digital

Date

07.11.2019

Thirty years ago, we were full of hope that, finally, democracy, freedom, and a global order based on peace and responsibility would prevail. Today, we are at perhaps one of liberal democracy's most trying moments. That is why the 23rd Forum 2000 Conference, held under the theme Recovering the Promise of 1989, analysed the challenges and searched for ways to renew the spirit of responsibility and strengthen democracy. And that is why we used keys, the symbol of 1989, as the basis of our campaign.   

For this year’s October meeting, the central topic of our creative concept was a given. In 1989, we asked for more freedom and strove for a just society by jingling thousands and thousands of keys. So now, together with Target Pictures Production, we literarily made spots of a “key” campaign. Spots stressing the importance of the right treatment of our democratic values that were shown nationwide, on the Czech Television and online.
                                                                                                                    For this year’s October meeting, the central topic of our creative concept was a given. In 1989, we asked for more freedom and strove for a just society by jingling thousands and thousands of keys. So now, together with Target Pictures Production, we literarily made spots of a “key” campaign. Spots stressing the importance of the right treatment of our democratic values that were shown nationwide, on the Czech Television and online.   
During the Velvet revolution, the keys opened our door to freedom. This made us use them again – at this moment as a screaming reminder. We should never forget the significance of their jingling sound.

The Forum 2000 Foundation, pursuing the legacy of Václav Havel, supports the values of democracy and respect for human rights, assists the development of civic society, encourages religious, cultural and ethnic tolerance. It provides a platform for global leaders, as well as thinkers and courageous individuals from every field of endeavour, to openly debate and share these critical issues.

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This was an Advertising and Digital project for FORUM 2000

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