by Eleonora Anello
For companies that want to impress consumers; and for those always looking for unique and innovative spaces; for those in search of new forms of communication, the artist and performer Carlo Maria Maggia launches Ecoadv, a mix of environmental art and advertising "natural”.
Project-patent promises to revolutionize the world of communication.
On the one hand, Maggia organizes new and unprecedented advertising space capable of attracting the attention of even the most distracted and detached individual advertising, going to the conquest of expanses of water like oceans, rivers, lakes but also in aquatic environments most urban like harbours, fountains ... or even glasses of water! Secondly its communication claims to be fully eco-compatible.
Working corrugated sheets obtained from extrusion of corn starch and fully biodegradable in water, Maggia has indeed thought of making sculptures, installations and advertising, with a pre-determined length of time, until their complete deterioration: the impact "of end of season" will be zero, since the operations are unnecessary disposal.
The materials used to create advertising, in addition to starch from corn, can be manifold: for example those of organic nature which decompose within a few days, low cost, as ice or jelly.
Envi.info speaks directly with the creator of Ecoadv, the artist Carlo Maria Maggia.
With Ecoadv there’s an attempt to transform its environmental performance art into a tool of communication for commercial purposes, working on a frontier which today is still de-branded: water. There want to talk?
The project starts from an artistic utopia that leads to a social purpose, that is what I’m looking for. I try to approach art in order to improve the relationship between man and nature. The use of advertising is not the peculiarity of Ecoadv.
The strengths are definitely spectacular, the surprise effect and the possibility of endless forms. But nature will appreciate? It’s really a way of communicating "ecological"? Or there are possibilities that this could undermine the biological balance of the environment, flora and fauna, thus giving rise to a boomerang effect for the same advertising message?
Absolutely not. It depends on the amount and size of the message. The products used are 100% water soluble. You can also use the ice! Such campaigns are fully covered in the natural biological cycle, it would be like throwing bread into water! Just knowing how to dose the quantity.
Do you believe that there are real possibilities of development for this advertising technique, or, once the effect surprise will be vanished, you will understand that everything was in turn a great performance?
It can’t be anticipated previously that the project will be successful. But I can tell you with certainty that the world is heading towards the environment and sustainability, and that if this new form of advertising spreads certainly will not be adopted by the multinationals. The only objection that can be advanced is that the logo, after a predetermined period, dissolves in water and at the level of communication can be interpreted in a negative way. For the moment the project has aroused much interest in being a forerunner of a series of initiatives that will explode in the future.
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