Originally posted by RjKon
reply to post by TravisT

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Something about that mans face is....

Unsettling.

The moto of this advertising company born in Rome in 2003 is "# the market to enter it." They rely on non-conventional communication techniques, like the creation of fictitious events or campaigns reaching the limits of the legality to break into the media system. The aim is to achieve the maximum impact at the minimal cost possible.
One of their operations on the urban territory was Shock and Hoax. During the US/Iraq conflict, they cordoned off several streets or famous monuments in Rome with white and red ribbons and fake military messages that said "war zone", "no trespassing", " refugee camp in construction - sorry for the inconvenience", "mine clearing zone", "biological warfare free zone", etc. The idea received a large coverage in the national press and was quickly adopted in several cities.

Claudia D’Alonso: what are the techniques of guerrilla that you prefer to use?
Andrea Natella: There is no preferred technique. Each time it all depends on the idea that must be communicated. We enjoy ourselves more when we play with what is false; we invent unlikely stories and the mass media bites.

Claudia D’Alonso: i have noticed that compared to historical organisations of culture jamming, like Adbusters, you don’t make use of television advertising. Can you explain the reason for this choice? How do you think the scene of culture jamming is changing in relation to the choice of media in which the viral communication is injected?

Andrea Natella: Actually, at the beginning we made a false ad for Esso. There is a couple that is coming back from a party in a car, they stop a garage and fill up the car. We see, however, that the petrol ends up in bottle and not in the tank. A moment after we see the man transform into black-block activist and he throws a petrol bomb. Then we see the slogan: “Esso good for war, better for guerrilla”. It was an attempt of repositioning the Esso brand during the war in Iraq to face the boycotting that came from the no global front.