Cannes Lions

The Postman Dreams 2

ANONYMOUS CONTENT, Culver City / PRADA / 2018

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Overview

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Credits

OVERVIEW

Description

The central protagonist - our heroine - is the Prada Galleria bag, a key plot-point in each film. It is a shared focus and object of desire: the thread connecting each of the instalments, alongside our hero, Hollywood star Elijah Wood as the enigmatic ‘Postman’.

Desire, pleasure, eventual satisfaction - these are the underlying themes of these non-sequential, fabulist chapters - divided into four main stories: The Bogey, The Troublemaker, The Punch and The Elevator.

Execution

The films were released online on Prada's digital and social channels beginning November 27, 2017 with The Bogey, followed by the Troublemaker on December 1, 2017, The Punch on December 11 and concluding with The Elevator on December 13. The videos continued to run through the holiday season.

Outcome

The Postman Dreams 2 kicked off Prada's holiday season campaign and the four videos quickly earned nearly 150k online views.

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