The Dawson Company, Lane Company and Evolv have placed 100 mannequins on Piedmont avenue to draw attention to eon at Lindbergh, new condominium residences. If it looks like a scene out of Second Life that's somewhat intentional according a press release about the installation.
Designed to add dimension to the "Bring Lindbergh to Life" advertising campaign, the mannequins will be seen throughout the city to symbolize that the eon at Lindbergh residents will help energize the Lindbergh area of Atlanta.
"The eon at Lindbergh community is unique given the EarthCraft House certified residences offering healthy, comfortable living," said Gigi Giannoni, president of Evolv, a full service real estate solutions group serving as the developer's marketing and sales group. "The marketing campaign had to be as compelling as the product and the location, so staging mannequins in the community was a memorable way to invite future residents to live at eon and to bring Lindbergh to life."
"With avatars representing real people in virtual worlds such as Second Life, we thought it would be a nice juxtaposition to use mannequins as a metaphor for people living in the eon at Lindbergh community," said Mark Unger, partner and creative director of new media for PUSH, the marketing agency chosen to handle the campaign. "As people populate the new community, the number of mannequins decreases, replacing a static installation with dynamic activity."
"The use of readymade objects rather than more traditional craft-based sculpture to communicate a message is a form of art that has been underutilized in advertising since the 1970s," said Unger. "We wanted a different way to engage people beyond using conventional advertising for this campaign."
You can see more photos and video of the installation here on PUSH's website.
