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No billboards yes graffiti

Five years after Sao Paulo passed the Clean City Law banning outdoor advertising as visual pollution, a loophole is emerging in the form of art with a small advertiser’s logo. According to new law you can’t put a billboard anywhere you want, just like the old times. So companies came with new ideas. They are making huge graffitis instead of posters and billboards. So outdoor advertising of Sao Paulo changed its shape and the way as well. These graffitis have to look like art instead of advertising. So there are no headlines or products actually.”The city has improved a lot because there was a lot of visual pollution before the law,” said Marcello Serpa, partner and creative director of Sao Paulo agency Almap BBDO. “But Sao Paulo is a gray city. It’s not like Rio de Janeiro, the most beautiful city in the world. So we tried to use buildings as billboards on a huge scale, to give the city some color and bring art to the people, and to use it as a tool to subtly talk about GE products.”

Bundan be y覺l 繹nce Sao Paulo reklam panolar覺 ve billboardlar y羹z羹nden y羹r羹nemez hale gelmi. Her yerden f覺k覺ran g繹rseller, mesajlar ve reklam posterleri ehirde b羹y羹k bir g繹rsel kirlilik yarat覺yormu. Sonunda h羹k羹met buna dur demi ve bir yasa 癟覺kararak outdoor mecraya yeni s覺n覺rlar ve k覺s覺tlamalar getirmi. B繹ylece art覺k her k繹eye yeni bir billboard dikilemiyor ve sokaklara her istediinizi yapam覺yorsunuz. Reklamc覺lar bile bu kural覺n Sao Paulo i癟in gerekli olduunu savunuyor. Sao Paulo d羹nyan覺n en b羹y羹k ve baar覺l覺 reklam ajanslar覺n覺n bir arada olduu bir ehir. Hal b繹yle olunca rekabet de 癟ok b羹y羹k oluyor ve sokaklar birbiriyle yar覺an ilgin癟 reklam panolar覺 ya da gerilla uygulamalarla dolup ta覺yor. Bu yasadan sonra ise markalar grafitti sanat癟覺lar覺na sponsor olup ehri renklendirme yoluna gitmi. Sao Paulo gri bir ehir olduu i癟in bu dev graffitiler sokakta b羹y羹k dikkat 癟ekiyor ve markalar bu ilerle ad覺ndan bahsettiriyorlar.

 

07 Aral覺k 2012 Yorum Yap覺lmam覺 Short URL

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