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A New Cultural Advertising Project
h.o (Hide Ogawa, Yuichi Tamagawa, Taizo Zushi, Mizuya Sato, Kaori Honda, Emiko Ogawa) (JP) + Dentsu
A New Cultural Advertising Project is an experimental new form of advertisement using T-shirts. In this project, using the Ars Electronica Festival 2008 as its target “product”, the artists break the traditional boundaries of advertising to regain its value, effectiveness, and appeal. This is one form of a search for A New Cultural Economy. Many users access the Ars Electronica web site every day. Each user arrives at the Ars Electronica web site via some search keyword or phrase. This keyword is considered to be the user’s “personal tagline” for Ars Electronica and will modify this year’s exclusive tagline, “A New Cultural Economy”, to each individual’s personal tagline. By washing away the commercially crafted tagline and using live words inspired by people around the world, the dynamic social value of Ars Electronica can be captured. A shop installation will be placed on site at the Ars Electronica Festival 2008. Here, the collective will visualize the taglines imagined by people around the world and automatically produce T-shirts based on those taglines.
Source: Hide Ogawa, Emiko Ogawa, Künstlergruppe h.o., DENTSU (JP)
Cross-reference: The right to reprint is reserved for the press; no royalties will be due only with proper copyright attribution.
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