"A DICTATOR CAN BE HATED, DESPISED OR
FEARED. THE ONLY THING HE CANNOT SURVIVE
IS BEING LAUGHED AT"
To the journalists that just became
interested in Belarus.
Anyone who knows anything about Studio Total knows that we're about the most irresponsible people there is. We cheat, we trick we break even the rules that we like. Not to mention facts like that some of us survived our youth by shoplifting. Certainly not the kind of people that should be trusted with anything serious.
So it came natural for us to turn to advertising. Last years we spent fine-tuning the art of getting attention and disbelievingly watching global brands line up to shower us with cash.
Then one day in New York a guy told us about the murder of a human rights activist in Belarus that sort of destroyed our sipping-30$-Mai-Tais-in-Tribecca-mood.
"Somebody", we said "should write something about that"
Yet deep down we new that was highly unlikely. After all, we prosper in a world that writes 8000 articles about our "the-worlds-biggest iPod-dock". A world that, last month only, wrote 109 000 articles about Kim Kardashian and 79 on the belarusian opposition.
Then we talked some more to the guy, and as much as we love the lovely Miss Kardashian (remember, we ourselves are nothing but peasants trying to be cool in places we don't understand) we said "fuck this. Let's be really irresponsible for a change."
So we bought a plane and put together a campaign that our professional instinct told us had at least a tiny chance of slipping in the words "Belarus" and "free speech" somewhere between the news about iPhone 38 and Miss Kardashians cat.
And…oh, let's admit it. It is all just a way for us to get those Mai Thais to taste like they used to before that kill-joy started blabbering in Tribecca.
Now, if you read this far, you might as well check in on charter97.org as well and catch up.