Keeping up with the Cardamones: US Sydney promotes new reality show The Family for SBS
CB Exclusive – To promote new reality show The Family on SBS ONE – which starts this Thursday November 24 – Us Sydney created an outdoor, print and online campaign around The Cardamone family, which included the tagline and art direction.
Capturing and advertising the Cardamones in a traditional staged and set-up environment didn’t seem right considering the premise of The Family, so the agency decided to make the traditional media as real as the show.
Earlier this year, the family agreed to have 35 cameras installed in every room their home with the knowledge that once they started rolling they would not stop. No matter what. Over 100 days every whisper, fart, and cuddle in the Cardamone family’s home was captured for the entire world to see.
There was no director, no script, no challenges, no crew on set – heck, there wasn’t even a set.
At first glance there was nothing special about these ordinary static ads (left) appearing in major shopping centres. However, after a few seconds shoppers were caught off guard – these were not ordinary ads after all. They were living.
3 Comments
Living Portraits – nice.
Angelo – the dad – was the darkroom kid at DDB back in the day. Remember darkrooms?
Tight and well executed idea.