Promo of "Marketing Forum" event in shopping malls

In order to draw attention to the transience of information and knowledge, in the Dream Town shopping center a unique project was implemented during the advertising campaign of the Ukrainian Marketing Forum. Inside the citylight with a specially created microclimate there was a cult book on marketing, on which were placed mold spores spores. During the month, while the mold was growing, visitors to the mall could observe the process of changing the book. The main goal of the campaign is to convey the idea that knowledge is aging and the world is changing so quickly that you have to learn all your life.