This news article was originally written in Spanish. It has been automatically translated for your convenience. Reasonable efforts have been made to provide an accurate translation, however, no automated translation is perfect nor is it intended to replace a human translator. The original article in Spanish can be viewed at Entrevista a Javi Donada, profesor de la Escuela Superior de Diseño Elisava
"In outdoor advertising you should absorb the attention in an instant and with only an image"
Interview with Javi donated, Professor of the high school of Design Elisava
Monica Daluz26/07/2008
June 26, 2008
Javi donated is Professor of the high school of Design Elisava, centre attached to the University Pompeu Fabra of Barcelona, and former creative agency SCPF, where also worked the media Risto Mejide as creative advertising. The Agency was awarded the prize to the effectiveness by the BMW campaign; you know, that of Bruce Lee saying: "be water, my friend"... Has now created a new agency called communication "Soon in Tokyo", together with its partners Angelos Palma and Núria Guinovart, excreativos of the SCPF… Agency We discussed various aspects of the outdoor advertising with donated.
Javi donated, Professor of the high school of Design Elisava.
What does the creative for a project of outdoor advertising?
For the designer is a luxury. You have a fence which can put whatever you want, or that you have a canvas in an entire facade so your work can see around the world, is of the best things that can happen within the profession. Your ideas out to the street...
How should the message be so that it captures the attention of the bystander and persists in the memory?
It is certainly difficult to communicate outside; in the fences you can not tell stories, you don't have 30 seconds, you should absorb the attention in an instant, with very few words and only an image. It must be very clear; a very direct message. Increasingly are more fences in which only the logo is placed and the claim of the brand, so it is important the claim: Johny Walter and the "keep walking" or JB Nightology. Everything has a good fence it is difficult for the creative. Hence the importance of new media and new printing systems, in order to facilitate to the creative new ways of communicating.
And customers what say? are to recommend?
Customers what they want is to work the message in the support you are using; This is precisely one of the exercises that we put in the school: transforming the message of an advertisement for television to other media. The same applies to the graph, the graph of a newspaper to a foreign environment is very different. A billboard is not an application, is a new creativity.
Do you know the creative production techniques that will turn your idea really?
Within an advertising agency is the person of graphic production that always tries to decipher what you ask for, and get it. Is it to talk to providers and shows the potential of every fence and the possibilities of printing that you have. I do not wonder if this or that you can do... It is very different from the small format, in which our knowledge is greater, because it's who you play with your hands and applications in which there are millions of possibilities compared to the large format.
Do you think that designers of campaigns seek controversy to increase his notoriety?
I think that what is sought is to create something so strong that it transferred the advertising barrier, because to appear in a newspaper or a news media advertising is very true; in a fence the consumer always believed that the message is made to try to convince him, manipulate him in any medida… To achieve this, anything goes.
Is it taught in school about ethical publicitaria…?
We do not set limits on how far you can or does not arrive. We teach how to us we like to work, but there is a model of ethics; each one sees advertising in its own way, and what we are trying is to open the minds of students. Trademarks are to put the limits.
In addition to fences, companies have been released to the Organization of events as part of its communication strategy, which favors the printing in great formato… market
Indeed, companies spend more and more money in these events, and other formulas such as the internet, ultimately, to new ways of communicating. Digital printing is extremely important in the Organization of events. We can print on the floor and walls, that means that you have new ways to communicate. We can do things that were previously impossible to do or carry them out was very expensive.
The creativity of the human being has no límites… what do you that we have to see?
All. Now we can already see billboards with performances, for example, a fence with an image of a football field, and two actors of flesh and bone hanging from the fence, dressed as futbolistas… Or a fence to be seen from the sky. I dare not make predictions, but the truth is that the external environment is very important to communicate something; then it all starts. It is a point of ideal departure for a campaign; for example, a fence can consist of a web address, and from the message in the street, you bring to the public on the web.
On television touch us the fibra… are popular stories to thrill can compete with that static external communication?
Without a doubt; with a good image, you can also move.
Advertising giant Diesel in Princesa street of Madrid, at the end of last year. Picture ceded pro Media Blowup Spain.
