The French work Logorama is the best animated short film in the 82nd Academy Awards. In this colorful world, the protagonist is Shang.

Logo and supporting role are trademarks, even the walk-on is a trademark. If product placement often makes you feel the urge to smash TV or refund tickets, then the world of this trademark has completely reached the highest level of product placement, which not only makes you enjoy it, but also makes you realize that familiar trademarks are constantly impacting visual stimuli. The producer Nicholas Su Morgin said humorously when receiving the golden statuette, "I must thank more than 3,000 informal investors who appeared in the short film. I can assure you that the short film didn't hurt any brand. "

The most gorgeous volunteer advertisement

The flying turf was marked with a "Nike" in the air. M& will shout at the zoo, and passers-by who are accidentally knocked down by cars are chocolate beans "M&", Pinke potato chips, Evian mineral water, and even the logo of the virtual brand BUY N LARGE in Robot Story appears. At first glance, you may think that this is just an advertisement, but in another minute, you will find yourself in a brand-new world composed entirely of trademarks. According to the producer's incomplete statistics, the short film has more than 3,000 trademarks, which was made by a French design studio named H5 through the efforts of 45 creators. It took two and a half years and cost 250,000 euros.

There are so many advertisements, but this is a purely technical film. Since the copyright of all trademarks does not belong to the producer, the short film cannot be used for commercial purposes and it is impossible to make money. Except Cannes, CNC and others really participated in the production process, the appearance of all other trademarks was purely voluntary, and most people who participated in the works were also free.

Uncle McDonald vs Michelin

The short film tells the absurd story of a just and violent Michelin tire man fighting the evil uncle McDonald. Although it was shot in France, the prototype in the director's mind is Los Angeles. After a series of exchanges of fire between the two sides, such as chasing cars and shooting, the earthquake suddenly came to this virtual world. The pictures of cracks in the road and pedestrians leaving in a hurry have made many netizens mistakenly think that they have entered the trademark version of "20 12" world. When the short film was filmed, 20 12 had not been released, but according to the director, they did get some inspiration from action films such as Death of Rowen and Black Hawk Down. For example, is the picture of two Michelins talking in the car a bit like Quentin's Pulp Fiction?

After the production was completed in May 2009, The World of Trademarks was recognized as the best animated short film after its appearance in Cannes. Although only 17 minutes, there is no complicated story, but many netizens have seen the meaning behind the trademark. "If" 2065,438+02 "describes the doomsday caused by human atrocities against nature, then" World of Trademarks "should tell the evil consequences caused by excessive brand competition brought about by commodity economy."

Reflections on the world of trademarks

The creepy thing about this movie is that it makes me find that we are programmed to default to so many iconic hints: Bentley's wings fly gracefully over the sea, and msn's butterflies fly gracefully. American-style cities are full of hotels and restaurants of different grades to satisfy your appetite and wallet. 12-lane wide road is flooded with traffic. There are too many hints and stereotypes: Michelin-like a fat uncle Gansta-speaks with multiple layers of fat; A style of paying only half the money; "A large glass can" with a bucket of fried chicken and French fries is a naked allusion to the low-income class in the United States. It turns out that they are policemen. Donkeys and elephants of democracy are kept in zoos for display; Bicycle pen (France) villain carries guns as a public safety management; Unreasonable Haribo Fujinan (Germany) showed his naked ass to the MGM lion who had been in the United States; Uncle McDonald gloated when he fled Enron's trademark, and cursed white trash when he met K-Mart, but later he tripped over the falling dieter's trademark and fell into a crack. The IBM empire also collapsed. Finally, the second-line trademarks of Pepsi-Cola, such as Happy Potato Chips and Dole Juice, gradually faded out, just like an orderly commercial system, surrounded by a satellite around the Pepsi-Cola planet. This is the victory of designers and the extinction of rationality. Trademarks have turned everything we are familiar with into exaggerated symbols, forming a world with bright colors and rich choices. We pursued the ideal life in the advertisement infinitely, and finally found that it was just an illusion. We are all constantly being designed, sold and enjoyed. This is the power of marketing!