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GALLERY 2014

visual communication practice

The Playground

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Description of idea

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

This advertising campaign is based on the lack of dialogue due to “grown-up symptoms”: a lack of spontaneity, of innocence, an impossibility to let ourselves go. As adults, we try to stay in our safe-zones by avoiding dialogue with strangers, by accepting only considered interactions. With this advertising campaign, I'd like to remind people how was this kind of dialogue they had when they were kids, to make them talk to each other again and stop being afraid of judgement. I'd like to make people impulsive, naive and innocent again.

What kind of communication approach do you use?

It is a co-optive approach, as well as it is a collaborative approach. The ad campaign challenges the adults by asking them: could you be a child again? Are you able to do it? What about being impulsive? What is it going to create? People would like to show themselves, their own intimacy, and show the others that yes, they can interact, they can be fun and feel good this way. This campaign challenges people as individuals but also as a group. In our modern lives, we often have this feeling of being alone but surrounded by people. The thing is that they are all strangers and it is like they come from another planet. Here, I'd like people to be touched as individuals but also as a group, a society.

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

By playing alone in the public space, or in collaboration with others, people will find their youthfulness back and see that it is good for them, but also for the whole society. I hope they will feel like they did something little, simple, but relevant and which is going to make bigger consequences. Just become aware of our behaviour as “over-thinking” adults and of the lack of dialogue that it produces is a big step. Letting things go is sometimes a good thing. I'd like people to adopt a collaboration approach to this campaign, to talk about it to each other, to make other people try those games, to share it, even of the social networks, because after all it is the beginning of a dialogue.

What did you personally learn from creating your submitted work?

By working on this project, I understood that we have to deeply study human beings, behaviours, desires to be able to create an efficient communication that is meaningful. Of course, in selling a product or an idea, there is manipulation. Here, what was interesting is that I tried to use manipulation for a positive purpose, to help people, to make them act in a good way. I liked the way we don't sell just good products or good ideas to people in general. Now, we care about people as much as individuals than as a group, a society we are part of.

I learned that more than people were important on a work like this: context in general is fundamental. Some cultures just couldn't be touched by my campaign, it may won't work in some places. But it is not a default, it is why it can work so well in a particular place, time, with specific people.

Working on childhood and youthfulness was an interesting experience because it is about intimate feelings, hidden feelings or forgotten feelings sometimes. Association was important in my work, because sometimes we have childhood memories that aren't even ours, but which touch us deeply.

Why is your work, GOOD communication WORK?

It is original: it uses new technology and collaborative approach to challenge people and make them create something together.
It is simple and clear: the purpose of the campaign is clearly displayed on all the layouts. The hopscotch game and the crocodile crosswalks are here to introduce the main installation so that the whole advertising campaign is like a journey.
It has no over complication: it is simple to participate and it can last for a long time in different places and become viral. The ads can work just by remembering people some memories even if they don't feel like really participating.
This kind of campaign can be adapted to a large bunch of events. The billboard can display a lot of different animations and images, therefore it can be used by brands to sell their products, by concerts, festivals...

Where and how do you intent do implement your work?

The hopscotch and crocodile stickers can be placed everywhere to lead people to the main event: on the street, on public transports, in shops... The billboard (which is the “core” of the advertising campaign) can be placed in different kind of places. It can be part of a concert, a festival, an event in a market, in the city, inside or outside.
This campaign can basically works in a lot of different places because it is composed of stickers that can fit in a large bunch of situations in almost every city of the world. The billboard installation can be more complex to set, but nowadays big cities are crowded by public screens. Times Square in New York City could be the perfect place to play a big interactive game, with its hundreds of screens working 24/7.

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?)

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Entry details

Title

The Playground


Headline

Show us the child in you


Concept author(s)

Charlotte Sferruzza


Concept author year(s) of birth

1993


Concept author(s) contribution

Concept and artworks


Country

France


Competition category

visual communication practice


Competition subcategory

moving


Competition field

academic


Competition subfield

student


Subfield description

Swinburne University of Technology