Cowsinjackets Workshop in Cannes
TUESDAY, June 23rd, 3 - 5 pm - Workshop area
The art of projectionism: urban trends to creatively leverage the public space
A Manifesto to focus on city culture for tomorrow’s successful advertising
Speakers: Daniela Krautsack & Marco Bevolo
The world is changing, advertising is changing, and this is the future of advertising. Outdoor Art installations, advertising campaigns and the contemporary way to experience everyday’s ‘mobile’ culture on the street often metamorphose into what we call ‘the public space’. While outdoor advertisers seek new inspiration to design and use this ambient space, we’re realizing that everything is canvas, whether in a dance theatre or in an art museum, in our sanctums or public space. From our baroque roots evolves a trendsetting art form: the projectionism. Projection art is omnipresent, especially in Vienna.
What other trends determine the look and feel of our public space? How can advertisers, creatives and urban space planners tailor their strategies to an outdoor environment that faces increasingly global advertising restrictions? Daniela and Marco’s lecture will show some of the finest global examples of projectionism and give a perspective of the urban space future manifesto, a guideline of how to effectively use the public space. Workshop participants are invited to develop radical new concepts in a ‘tabula rasa’ style session by converting global trends, socio-economic influences and new technologies into feasible ideas for future campaigns.