The animation was intended to be a satire using irony, sarcasm, skepticism, humor and wit, about our capitalist and globalized society, economic system which is supporting and promoting consumerism and a consumerist way of living, as the ultimate social, economic and political ideology of our society today and the way such fields as advertisement, publicity, graphic design, corporate design, political systems, ideologies and religions along the history of humanity are functioning.
To make this satirical remark i used the image of the Pavlov dogs, inspired by the experiments of the famous Russian and Soviet physiologist, psychologist and physician Ivan Pavlov (Nobel Prize in Physiology or Medicine, 1904), making an association with the phrase "Pavlov´s Dog" which is often used to describe someone who merely reacts to a situation rather than using critical thinking.
The intention was to point out the way the companies, corporations, Churches, religions, politicians and political systems, ideologies, brands, advertisement agencies are treating us, mostly and most of them just want us to be a "Pavlov dog" and not to do any critical thinking about all this symbols, icons, logos, brand identities, signs and marks that are passing in front of us during our whole life.
We are surrounded by campaigns, discounts, offers, logos, gingle´s, promos, t.v. adds, websites, video games, spots, music videos, posters, banners, media and we forgot to use our critical thinking and individual opinions about the way we are living our lives.