Logorama H5

Besides realising numerous design and advertising contracts for exclusive brands all over the world, the French creative team H5 has now come out with a thrilling short animation film, entirely built out of the logos and characters associated with everyday products.

The story is simple: California. Roland McDonald (a terrorist) is been followed by the Michelin Men (the police), and while he is taking hostages, a giant earthquake takes place, covering the whole land with some kind of dark liquid (Coca Cola?). It breaks down all the powerful skyscrapers, leaving two survivors on a tiny piece of green earth: Bob’s Big Boy mascot (one of the hostages) and Esso’s pin-up girl.

Behind the typical action scenes, which seem to be taken from different American thrillers, an impressive visual artwork has been created, reminiscent of a monopoly-game, in which we recognize all the biggest brands of our time. They are actually the symbols of our modern world, our common language – a monopoly inside our minds, meaning that everything can be measured in marketing terms.

But can it? H5’s excellent humour reminds us that there’s still a chance to think in a different way: for as long as there is a woman, a man and an apple, there could be another Milky Way, somewhere in the universe.

Laura Talvet