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<\/p>\n\u201cAdvertising is the greatest art form of the 20th century.\u201d So claimed the philosopher and media theorist Marshall McLuhan. Art has long been used in advertising, and advertising has often been the subject of artistic production. Andy Warhol's Campbell's Soup is a perfect example of this. Can art exist in outdoor? <\/p>\n
There are many different and sometimes extreme views on the differences and similarities between advertising and art. Some believe that advertising cannot be art. Jillian Steinhauer from the art magazine Hyperallergic writes that: \u201cArt is ambiguity, nuance. Advertising can only be subtle to a certain extent; its main goal is the need to convey a message... Advertising wants to be like art, but it will never achieve that; it is unable to create the kind of space for reflection that good art does; in that case, it would be bad advertising.\u201d <\/p>\n
Regardless of similarities or contrasts and differences of opinion, we hypothesize that OOH - outdoor advertising - goes beyond purely communicative goals. OOH advertising is often an external exhibition of artists' works. Is there a better medium for publicly presenting art than OOH?
\nHere are some examples of art-based campaigns where OOH brings works to the streets.<\/p>\n
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The magazine \u201cBritish Journal of Photography\u201d has been celebrating the multifaceted identity of Great Britain for 4 years. Each year, it organizes a huge public exhibition of contemporary portrait photographs. They are displayed on DOOH media. <\/p>\n
To celebrate the multiculturalism and diversity of Great Britain's residents, Britons send thousands of photographs to the magazine \u201cBritish Journal of Photography\u201d. A hundred are selected from them. These best photos are then displayed on digital DOOH screens. The exhibition consists of portraits of UK residents: popular, well-known, and those who were recently anonymous. Each year, over 10 million people view the photographs. <\/p>\n
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As part of a partnership between OOH agency JCDecaux North America and the Public Art Fund organization, 100 OOH media at bus shelters present New York's local talents to the public.<\/p>\n
In 2020, a series of photos by photographer Farah Al Qasimi captures the attention of passersby. His exhibition \u201cBack and Forth Disco\u201d depicts private and public spaces known to the artist, revealing intimate moments amidst the urban hustle and bustle. The exhibition will last until mid-May 2020. <\/p>\n
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French photographer Dominique Issermann, in turn, displayed photos on the theme of travel. Her shots could be seen at the end of 2016 on the digital screens of Charles de Gaulle Airport in Paris. The artist showcased her original works, placing them between ongoing advertising campaigns. She selected the photos in such a way that they visually matched the spots on the given medium. <\/p>\n
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Another example of an exhibition in urban space is an art gallery in Guatemala, prepared by the Rozas-Botr\u00e1n Foundation as part of the Arte en las Calles (Art on the Street) initiative. In 2020, the campaign showcases various aspects of Latin American culture and phenomena of social exclusion. The work is also presented at the Rozas-Botr\u00e1n Gallery. The campaign aims to bridge the gap between art and citizens and increase interest in Latin American art. <\/p>\n
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JCDecaux partnered with the \u00c9cole des Beaux-Arts in Paris, one of the most respected art institutions in the country. The task was to encourage students to design... a love letter to the capital. The main themes are Paris and its inhabitants. The winning works and their authors: Juliette Green, Nastassia Kotava, Domitille Sierg\u00e9, and Gabrielle Simonpietri were present in the city for a month. 200 posters were mounted on the city's street columns. <\/p>\n
Outdoor, classic and digital, brings artists' works to the streets. Art in outdoor brings art closer to the audience. And we are, after all, recipients of both advertising and art. Isn't that a sufficient and fundamental link between these seemingly disparate fields? <\/p>\n