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A movie that I enjoyed very much. It’s an investigation on radical borderlines in art and advertising packed up in a movie form by Hermann Vaske.
It’s about how nowadays radical has become a buzzword. Everyone is talking about radical decisions, radical shifts or radical cutbacks.
One thing is for sure. Radical means different things to different people.
Malcolm McLaren, who is regarded by many the inventor of punk, gives a short history of radical movement. Radical art was a form of art that protestet the status quo. A form of art that challanged the culture to change. An enormous leap of faith in the culture was taken in the 60’s in music, when suddenly it was singing songs of protest. The art was suddenly breaking away from traditional painting and sculpture and becoming involved in more interactive experiences. We had the marriage of art, Andy Warhol, with movies and music by The Velvet Underground.
Today art is no longer looking to change the culture, but to run in tandem and promote the culture that already exists.
Today art has become a brand.
Cologne gallery owner Rafael Jablonka concludes “Especially in the last ten years, the artist has become a competitor of Paris Hilton.”
For Koons, radical art “gives just kind of a sense of consciousness to things, makes people aware of their environment and of how they can participate in that environment.”
For artist and radical dandy Sebastian Horsley, surprise is one of the most important things in life, never to do what is expected of you.
For Dave Droga from the New York advertising agency Droga5 “the most simple solutions are the most radical ones.” Droga is responsible for the UNICEF Tap Project.
Roald van Wyk does radical advertising for PETA in NYC. “The only way to speak to these corporations, to get people to notice and to pay attention is trying to hit them as hard as possible. And I think that worked well in a radical way.”
“The reason we took the Colonel as head of the torture camp, and making him so surrealist is because they’ve spent all this money and try to bold up this guy as the fun-loving southern colonel, and you know, it’s all bullshit, because, none of those things are true. It adds layers, and it softens the blow of what they actually do to these poor chickens.”
Kalle Lasn says that “radical advertising is advertising that stirs up the pot. It’s advertising that throws a curveball into the system. It’s advertising that shifts paradigms and creates epiphanies for people, and changes the world.”
The Déboulonneurs in France also deal with advertising in a critical way.
“In the new world that we are about to enter, advertising will play a much less significant role than it has done in the past twenty years or more,” says Malcolm McLaren. “The primary reason is, as we begin to understand what it is we need to consume and what it is we don’t, what it is we need to survive and what it is that we don’t need to survive. How can we take from the past, from a culture of necessity, and apply it to the future is a big, big problem. But one thing is for sure – people are fed up being trapped in a culture of desires with no end in sight. That has got to stop.”
These are some of the point views presented in the movie. A great movie full of insights of what radical could represent.
“Never do what is expected from you.”
“Go to the bottom of the ocean and not dorwn.”
“Don’t follow the rules.”
“Question and protest the status quo.”
“The simplest way of doing things.”
For me radical means forcing myself to walk an unknow path and create from what I found on it.
I wonder what radical means to you ? Give me a clue.
We discussed what constitutes a great piece of communication. A working seminar led by Al Mosley, Executive Creative Director at 180.
The brief was to bring a campaign, a piece of advertising, a line, an image, that we believe it is the most powerful piece of communication we encountered.
We shared almost 2 hours of fun, I and 17 students across Europe, with different taste and background.
Here are some of the campaigns. Please enjoy them:
I’ll come up with the other ads in a later post. Enjoy these for now. If you have a favorite ad, you can put a link in your comment and explain why you think it’s powerful.
M-am clasat pe un podium, la un concurs la noi in tara, locul 2 la The Alternative School for Creative Thinking
Am primit ca premiu participarea la un festival in strainatate, Eurobest 2010.
Am observat ca singura limita sunt eu.
Am zburat cu avionul. Pana la Hamburg si inapoi.
Am luat contact cu iarna si cu frigul – Hamburg, 5 dec 2010
Era sa-mi iau un restart fizic din cauza oboselii, pentru ca am ignorat sfatul de a dormi foarte mult inainte.
Am vizitat Germania.
Am luat contact cu mediul international al publicitatii si am vazut atatea minti creative adunate intr-un singur loc.
Am absolvit o forma de educatie internationala, prima editie a Eurobest Academy. Am facut echipa cu o studenta din franta (planner) si un student la markething din polonia.
Am fost obosit de seminarii care mai de care mai interesante si am fost la noaptea agentiilor unde mancarea, berea si distractia au fost din belsug.
Am locuit in districtul rosu al Hamburgului si in fiecare seara primeam oferte pentru dansuri in poala :)).
Iar acum este prima data cand ma simt odihnit dupa festival si scriu despre ce s-a intamplat pe-acolo.
Si e prima data dupa doua luni cand m-am intors acasa, la Suceava si stau degeaba de vreo 2 zile.
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