News//Budgets
Pitch as artistic intervention:
They hit a home run again. The Styrian Autumn surprised once more with a distinctive feature: an advertising pitch. Dana Yahalomi from the Israeli artist group Public Movement invited the agencies Metahaven from the Netherlands, Love Tensta from Sweden and DEMNER, MERLICEK & BERGMANN to develop a campaign on “Rebranding European Muslims” and to present it at the grand gala of the Styrian Autumn.
DEMNER, MERLIECEK & BERGMANN succeeded with the campaign “LOOK TWICE”, which does not intend to rebrand Muslims, but to hold up mirrors to people and demonstrate to them, just how easily and quickly one rashly judges. This makes it an unfortunate miss of what is being offered to one, instead of just taking a bit more time to actually deal with the topic per se. The centerpiece of the campaign is a poster – seemingly in Arabic script – which can actually be read on a second glance. The headline reads: “At first glance many things seem incomprehensible.” CDs Francesco Bestagno and Alexander Hofman and their respective teams developed the campaign.
“What an beautiful award it already was being able to present as one of three chosen European agencies in a creative statement against prejudice and baiting. That we will implement just that with “LOOK TWICE” throughout Europe doubles the joy, obviously.”, says a happy Mariusz Jan Demner.