‘license: creating fear as a brand. cairo / egypt :
this manipulation of the brain is reinforced by showing the ‘artwork’ (3 advertisement posters, arabic translation: ‘it’s the final countdown’ & ‘wealth in the west, chaos for the rest’) outside in the street and not in an art exposition room of the ‘something else’ / cairo biennale. a confusion arises, as the public sees these texts with a specific layout. the subconscious of the mind is also addressed here, because the public gets confused with this form of advertising, manipulation.
During the opening of the exposition, the Cairo Police took away the artworks.
Establishing the brand, raising brand awareness, aggrandizing the rate of conversions/sales.
Research: first step is to do a market research for the product to be advertised. One needs to find out the product demand, competitors, etc.
Know the target audience: one need to know who are going to buy the product and who should be targeted.
Setting the budget: the next step is to set the budget keeping in mind all the factors like media, presentations, paper works, etc which have a role in the process of advertising and the places where there is a need of funds.
Deciding a proper theme: the theme for the campaign has to be decided as in the colors to be used, the graphics should be similar or almost similar in all ads, the music and the voices to be used, the designing of the ads, the way the message will be delivered, the language to be used, jingles, etc.
Selection of media: the media or number of Medias selected should be the one which will reach the target customers.
Media scheduling: the scheduling has to be done accurately so that the ad will be visible or be read or be audible to the targeted customers at the right time.
Executing the campaign: finally the campaign has to be executed and then the feedback has to be noted.
LICENSE: creating fear as a brand.
The art project LICENSE® is questioning marketing and how the brain gets manipulated by commercials and product branding strategy.
There’s no such a big thing as FEAR in this contemporary society. Smart marketing campaings responding on the political, social and economical environment in which we are surrounded with.
The LICENSE® messages doesn’t bring a sparcle of hope. This is for most of the population difficult to swallow. All commercials we are confronted with are bringing us a ‘happy’ message, they fulfill our desires, to consume.
LICENSE® is itchy, irritating and crawles under your skin in it’s rawness. That makes LICENSE® unique. Since there is no such a thing on ‘the market’ nowadays.
The concept LICENSE® is an art project created by artist Peter Puype and is totally settled in his other art work.
LICENSE® is using the biggest issue of this time: fear LICENSE® is criticising the (art)market LICENSE® is usuing Puype’s own slogans (see http://www.peterpuype.be) LICENSE® is playing with the market, while it’s inside the market
We at ‘Studio Peter Puype’ are ready to challenge what the future holds.
“Nowadays, to say that we are clever animals is not to say something philosophical and pessimistic but something political and hopeful – namely, if we can work together, we can make ourselves into whatever we are clever and courageous enough to imagine ourselves becoming”.
“Human Rights, Rationality, and Sentimentality.” Truth and Progress: Philosophical Papers, Volume 3 (1998).
Political philosopher and activist Bleri Lleshi will give a talk in Peter Puype’s ‘travel agency for refugees’.
Since World War II, there have never been this many refugees. There are millions of people on the run because of wars, but since recently the amount of refugees is even greater because of natural disasters. According to numbers of the United Nations, there are 51 million refugees. Only in 2013, 17 million people were on the run. In Europe, we are convinced that all refugees of the world are coming here. However, in 2013, there were only 435.385 applications for asylum in the 28 European member states.
Instead of investing in more human and just migration policies, EU has been building fortress Europe, this is why Europe has become the most dangerous destination for people on the run. European countries and the EU have invested billions of Euros to protect their borders. On 13 October EU launched a new police operation called Mos Maiorum, which criminalizes undocumented migrants.
See Lleshi’s latest piece on a new ‘European operation’ regarding undocumented migrants – translated in at least six languages: