Diesel Wall – anti-branding or clever branding?
(via IF / PSFK) This is interesting. Diesel Wall is a new competition from from Diesel to create works of art on specific walls in Zurich, Manchester, New York and Barcelona. According to their website, this is a reaction to the fact that “in any given moment in our daily lives we are bombarded by messages we didn’t ask to see. A never ending stream of mass produced cerebral pollution offering at absolute best nothing more than needless want.”
They say that “Diesel Wall was born out of a need to salvage what precious public space is left and to fill it with something worth saying.” Hypocrisy aside, (ordinarily I’m sure Diesel are contributing to the ‘cerebral pollution’ too) it’s interesting to see how they’re positioning this, where effectively they’re creating value for consumers via a lack of advertising.
Art in (or as) advertising isn’t a particularly new concept, but perhaps in this case it’s highlighting a growing trend, where value itself is the message, rather than trying to make the message valuable, if that makes sense.
Will this lead to a world where we can just do nice stuff for people and allow them to discover the brands we represent at their own pace?
That’s is definitely the direction we’re headed for digital. Make people happy. Have enough respect for them not to beat them about the head with advertising. And trust that the will come to their own, deeper understanding about what the brand stands for through this process.
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