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Two Czech film students explore the manipulative powers of consumerism on post-communist Czechoslovakia by creating a marketing campaign for a super store that didn't exist. For 2 weeks, the streets of Prague were saturated with advertising for Czech Dream - a fake super store. The campaign, created by a highly regarded ad agency, proclaimed "Don't Go, Don't Rush, Don't Spend" was everywhere - in newspapers, on buses, and on the radio. On the day of the grand opening, over 4000 people showed up and attacked the filmmakers when they found out it was all a hoax.