The advertising industry is in need of a thorough makeover.
The old must be replaced or rebuilt - scaffolding must be erected and signs put up indicating work in progress. What is going on in the scaffolding is known to those who have a role in shaping this new building. This was the creative concept of a campaign aimed at addressing the participants of the 17th international advertising festival of New Europe, the 2010 Golden Drum. The festival was transformed for a few days into a construction site.