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6.
international festival for architecture in video |
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introduction
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 Publicis, Renault Scénic, ITALIA 2001, 30'' For the new Renault Scénic the Publicis agency has devised a campaign that features the artist of transparencies, architect Massimilano Fuksas. The innovative and visionary creations by Fuksas inspired the idea of the commercial at Publicis; in fact, as Fuksas revolutionized the way to conceive architecture, Scénic revolutionized the way to conceive the car, becoming, while affirming itself along time, one of the more evident examples of the audacity that distinguishes the Renault brand. Publicis is a multinational advertising agency established in Italy since the 1970s. Repeatedly rewarded at the International Festival for Commercials in Cannes, Publicis has received over the years other numerous acknowledgments, such as the Grand Prix di Pubblicitŕ Italia (Renault Kangoo, 1999), the Mezzominuto d’Oro (prize for the soundtrack of the Renault Scénic commercial, in 2000) and was a finalist in the New York Festival 2000 (still with the Renault Scénic). After focusing his professional activity in Italy since 1967, Massimiliano Fuksas (1944) shifted his attention to France and founded an office in Paris in 1989 and another one in Vienna in 1995. In 2000 he directed the Architecture section at the Venice Bienale. |
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