When Sign Icons Dance
The Bulgarian section of the world-famous marketing agency Saatchi & Saatchi designed a phenomenal campaign for the international festival of contemporary dance in Bulgaria’s capital, known as the Sofia Dance Week.
A fairly simple, but conceptually fantastic campaign shines stage lights upon icons of everyday traffic or sign iconography “characters”, which dance illuminated under reflectors. The undersized little fellow on the green exit sign, the black simplified and ecologically aware “man” throwing away trash pasted on a dumpster and the pedestrian traffic icon, when lighted up by a street lamp, a Xerox machine or a passing car, morph into playful dancers. Scroll down for a look at the campaign photos and a short promo trailer.
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