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GALLERY 2013

visual communication practice

Anti-Cage-Farm Campaign
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1/5

Description of idea

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

I created a culture-jammed communication system inside Woolworths shopping centres, whereby I targeted the 'victims' of brand faith who blindly buy goods that masquerade as 'wholesome'. I chose eggs in particular because of the inhumane practice of factory farming cage eggs, and the fact that, despite there being other more ethical ways of farming eggs, this atrocious practice goes on. Despite the consumers good intentions in buying "free range" or "cage free" eggs, one is almost always purchasing eggs from a corporation that actively supports the practice of factory farming.

I aimed to create a system of communication that interrupted that flow of faith – I utilised the rhetoric of trust in supermarket brands by re-creating the brand collateral that is littered throughout the aisles. I wanted to be part of the visual white noise enough that I was not an obvious obstruction, but one that might startle because it lures consumers in the same way the "specials" tags do.

I also created a sticker to go directly onto the packaging, as I was concerned that I would be easily ignored for being part of the visual white noise of the store. The stickers were designed to follow the consumer home, and to startle. It was an invasive tactic, but it's not necessarily the kind of issue that demands any kind of courtesy.

What kind of communication approach do you use?

First and foremost, this was a culture jam, as I hijacked another brand identity in order to say what I wanted to say. In doing so, I created an interactive communication system that was, to a degree, an art installation.

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

I think that if this communication system gained traction, and was implemented by other jammers in more areas, it could be so effective! I tried to create a reason for people to question the truth behind brand identities, and a way for people to see the manipulation of corporations.

What did you personally learn from creating your submitted work?

Implementing it inside the supermarket was exhilarating, and I realised through doing this that anything I was worried about didn't matter, because I was trying to do something real. I have always been fascinated by the ability of a brand to manipulate, so it was really interesting to act on behalf of the manipulating brand and use it for my own message.

Why is your work, GOOD communication WORK?

I believe it to be good, because it's intentions are, inherently, GOOD. My purpose was meaningful, and although it's awkward and sensitive, I think it was abrasive in the best possible way. I think what I am trying to do is make people question themselves.

Where and how do you intent do implement your work?

Because I used the branding of Woolworths, I implemented it in Woolworths. I only covered one store and would prefer not to say which one, but I implemented it in the aisle where the eggs are situated, and used the plastic clips used in store to put them up on the shelves. I also stuck warning labels on egg cartons on the shelf.

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?)

It became quite popular over the internet, and I've been told by many people that they love what I've done. I have also had a lot of people ask me for the template so they can do it themselves. My only concern is that I will run into legal trouble!


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Entry details

Title

Anti-Cage-Farm Campaign


Headline

An anti-propaganda campaign targeting victims of blind brand faith.


Concept author(s)

Ebony Harrison


Concept author year(s) of birth

1993


Concept author(s) contribution

Conceptualised the communication system, designed it and implemented it.


Country

Australia


Competition category

visual communication practice


Competition subcategory

static


Competition field

academic


Competition subfield

student


Subfield description

Queensland College of Art