Logorama- A city of ads.

With mass production and mass media on the rise, corporations are competing to attract the attention of the world's population. Through branding, these corporations have created a generation engineered to consume without making conscious decisions. However, we are becoming more aware of the amount of advertising and branding around us.

"Logorama", winner of the Oscar 2010, best animated short film award depicts a city where its infrastructure and people are represented by 2500 logos. The 16 minute video written and directed by H5 and produced by Autour de Minuit features Los Angeles - a world center of business, international trade, entertainment, culture, media, fashion, science, technology and education.

While "Logorama" can be seen as a blatant representation of what our world is fast becoming, the video actually shows us how these brands are leading to destruction. Creatively executed, "Logorama" provides a lesson on consumerism. Upon watching the video, one realizes that we are so familiar with brands to the point that we can automatically associate icons, symbols and signs to products. It basically shows us how absorbed we are with brands. Certain logos are also portrayed in the video as villains. Through this, "Logoroma" tries to connote that these brands are actually doing harm to consumers. The graphics are also capturing and the team has managed to incorporate 2500 brands into the video without confusing audiences.

However, portraying some logos as villains may result in tarnishing the image of those brands. Some other people may also find the video boring at the beginning as it is a big draggy.

Overall, "Logorama" is a highly recommended video as it provides people with a lesson and helps people realize the consequences of branding and subconscious consumerism through an entertaining storyline. Graphics and digital art enthusiasts will definitely enjoy this video!

Susanna Ng
DMC09