If there’s anything we learned from those episodes of Maury that were called something like, “Help, My Pre-Teen Daughter Wants to Be a Prostitute or Stripper when She Grows Up, and I Blame the Media Instead of my Parenting,” there’s nothing like a good boot camp to kick some sense into dreamers with silly dreams.
Whereas those 12-year-olds were forced to hangout in cardboard boxes on the sidewalk to find Jesus, Sid Lee’s boot camp, which we first mentioned back in March, is much more about “camp” and much less about “boot.” These eight creatives from across the world get to live in tents indoors, away from the elements and mosquitoes that haunt most campers during their summer vacations. Their objective: reinvigorate and re-imagine Fatboy, a lifestyle brand that sells kitschy home decor. Co-sponsoring this adventure into the wilderness of a Montreal Warehouse is interior design magazine Frame and Autodesk, Inc., the software sponsor and interactive design tool. Sid Lee invites interested viewers to watch the 10-day camp shenanigans, which kick off today, over the agency’s Facebook, Twitter and Flickr.
Will Fatboy get the re-imagining it signed up for? Will one of the campers succumb to dysentery on those plush chairs around a fake bonfire? More importantly: Will anyone hook up?!? Well, we’ll just have to wait and see.