{"id":1801,"date":"2013-11-13T09:53:05","date_gmt":"2013-11-13T07:53:05","guid":{"rendered":"http:\/\/eero.storijapan.net\/blogfolio\/?p=1801"},"modified":"2018-03-29T16:27:42","modified_gmt":"2018-03-29T13:27:42","slug":"en-introduction-to-parallel-ads","status":"publish","type":"post","link":"https:\/\/eero.storijapan.net\/docfolio\/en-introduction-to-parallel-ads\/","title":{"rendered":"[En] Introduction to “Parallel Ads”."},"content":{"rendered":"

Instead of making counter ads and jamming consumer culture Parallel Ads<\/em> is an attempt to redirect cash flows away from corporations to small independent entrepreneurs. It is an effort to support marginalised industries (such as crafts and ethical foods) by making them look sexier then their corporate counterparts. The project has also helped to increase consumer awareness by clearing misconceptions consumers may have concerning specialised goods such as organic foods and sustainable designs.<\/p>\n

The original goal was to select ethical (ecologically sustainable, local and good hearted<\/em>) businesses by random and to provide artistic skills and tools to make street credible advertisements for them. These ads could then be distributed through the art world networks and be presented for global audiences through art fair screenings and exhibitions.<\/p>\n

Similar project have been executed before. In most successful cases urban creatives have been successful in developing the services of small rural businesses, so that the entrepreneurs have been able to push their products to new markets. The most popular example is Guaran\u00e1 Power<\/em> (2003\u2013) by artists’ group SUPERFLEX. The project initiated from a call for help by the guaran\u00e1 farmers’ cooperative from Mau\u00e9s in the Brasilian Amazon. As a response SUPERFLEX helped to re-brand their Guaran\u00e1 drink and to market their products globally. Parallel Ads<\/em> is attempting to give urban manufactures similar benefits.<\/p>\n

Parallel Ads<\/em> was launched 2010 as a part of the Media Facades festival<\/a>\u00a0in Helsinki. The first Parallel Ad<\/em> was made for an organic cafeteria “Galleria Keidas” in the Kallio district, Helsinki (Part two “Infomercial<\/a>” ). The space was selected randomly, based on it’s menu (organic and vegan goods) and location in Kallio. The establishment owner participated in planning the ads. After completion both ads where projected onto building surfaces in Kallio as a part of video-art screening series curated by Gallery Alkovi<\/a>. (Read more on the Keidas-case<\/a>.)<\/p>\n

The second edition of Parallel Ad<\/em> was made for artist-blacksmith Jesse Sipola<\/strong> from Oshipala Airhammer Studios<\/a>. This time the selection of whom to advert was not random, it was tactical. The project is intended solemnly online \u2013 And it aims to seriously expand peoples understanding on crafts and to clear clich\u00e9s consumers project to blacksmiths. As the first effort a smithing festival called Rautasulka<\/strong> was streamed online using the Bambuser-service (See extract<\/a>.). This was likely the first time contemporary crafts festivals where shown live online.<\/p>\n