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“Imaginar es mas que ver” fue una instalación/campaña sobre las posibilidades que tiene la fotografía para comunicar en el marco del festival de publicidad “El ojo de Iberoamérica” en el Hilton Hotel de Buenos Aires.

Una gran pantalla de 8 X 3 mts mostraba un texto que cuando alguien se acercaba de desarmaba en torno a la silueta permitiendo ver una foto que había detrás. La foto siempre era “distinta a lo que la gente podía imaginar.” Así por ejemplo el texto “hombres tomados de la mano” no se tenía una foto de una pareja masculina homosexual sino la de muchos manifestantes en plan activista tomados de la mano. Cuanta mas gente había delante de la pantalla mayor era la porción de foto que se veía. La campaña tenía 13 fotos con 13 textos distintos que se iban sucediendo automáticamente. Cada vez que se terminaba la vuelta teníamos el claim de la campaña “Imaginar es mas que ver” y la marca.

Eng

“Imagining is more than seeing,” an installation/campaign about the photograph’s ability to communicate, was displayed at a publicity festival named “The Eye of Latin America” held at the Buenos Aires Hilton.

A large 8 X 3 meter screen displayed a text upon which the silhouette of the viewer was cast as the screen was approached, consequently allowing an image previously hidden behind the text to be revealed in the viewer’s shadow. This photo was always “distinct from what people could imagine.” For example, the text “men holding hands” was not paired with a photo of a male homosexual couple holding hands, but rather with a picture of many activists, engaged in an public demonstration, holding hands. The more people who stood in front of the screen, the larger the portion of the picture that would become visible. The campaign had 13 photos with 13 different texts, which would rotate automatically. In addition, every time the cycle came to an end, the campaign slogan “imagining is more than seeing” would be displayed along with the brand name.

Agency MIX
Producer
Date:21-10-2010
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