GALLERY 2010/2011

Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

The poster has been done and dissimenate throught montréal city when Budweiser had this huge and very aggressive "cam-pain". This one was particulary sexist.
The basic line of the pub was, drink bud, participate to this contest an you will win a N days field trip wher 'beautiful' woman will be there to take care of you. taking care with a strong sexual connotation. It was outrageous for many reasons. Sexist in many ways. insulting for everybody. and VERY invasing of public space. The relation with the theme of the festival is that they are targetting and attacking the very core of intimate relationship, i.e confidence, respect, sharing, complicity resulting in ... good sex also [to say very quickly]... This is the 'love' part
Here you have to things, domination in heterosexual relationship , and the assimilation of consuming a product and consuming sex and/or relationship...
this is the 'conflict' part... because we all have to fight this... and the imagination part come with our image, with the text coming with it, and with ALL that people do to resist to that colonisation of imagination
and to transform, in their daily life, their sexist education.

What kind of communication approach do you use?

Poster. using publicity codes: bright colors, big contrast, same colors as in the original pub, a wink to the logo of the original company, using the slogan of another bear company [here molson] to include all of them. pushing the logic up to the indecent.

What are in your opinion concrete benefits to the society because of your communication?

This communication is one of the many many actions of different scales necessary to not only refuse this invasion of publicity in our life, head, imagination... but to propose someting else, to make exist the things we want instead.

This action specifically impulsed gathering, we had put it downloadable on our web site and people took it. It had been commented onblogs , and in La Presse a mass media newspaper. and it was funny, some feminist activists still talk about it, and when i go to some activists parties i can see the image sometimes on the walls...
this give energy to continue, and create space for discussion, and inspiration for more action.

Also, we did hire a company [publicité sauvage] to spread the image in the city, we wanted to one of the actors involved in the saturation of public space by publicity to be involved in our resistance act. They did take the contract and... helped us... kept us on sites longer than supposed, extended a bit the contract...

What did you personally learn from creating your submitted work?

That it works and we have to keep going, become sharper, funnier, more acid, and network more.

Why is your work, GOOD communication WORK?

cause it punches.

Where and how do you intent do implement your work?

This specific image has kind of finished its term. But still, we are going [when we'll find the money] to reprint it as a real and big photo [not a poster], and give it a second life by exposing it in art place as well. And for the rest, les délicates attentions continue to work and to be involved in local activist and artistic actions.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)