How Normal Was Normal?

Background

Like many freelancers in the corona crisis, Milos Mlynarik was out of work in Sydney. He took some striking shots of the empty city, which, in London, got Luke O’Driscoll and Marco Mollo thinking.

Everyone was talking about the “new”normal, which implied that how people lived before the crisis was normal, which it was not.

Idea

The oppressive sounds of the madness of pre-lockdown “normality” were juxtaposed against haunting and beautiful images of empty streets. Audio clips capturing moments of financial panic and Trump withdrawing from the Paris climate change agreement were assembled in a soundtrack that reminded viewers of life before the crisis and inviting them to pause and, in the question ‘How normal was normal?”, consider the future.

Results

Unknown

Our Thoughts

Brands are also beginning to think about life after coronavirus. Cadbury’s are running a film in the UK which celebrates the kindness and niceness of people to each other in the crisis with the thought, ‘This doesn’t have to end’.

Similarly, the canals of Venice now run clear, carbon emissions from planes and cars have had a positive effect on the environment, the air is cleaner in our cities. Extinction Rebellion are saying the same thing. This doesn’t have to end.