by Eleonora Anello
By its very nature it does not have much life. The advertising campaign ends up in landfills. Ephemeral medium, often consisting of durable, waterproof and very impacting material, both during the production and the disposal, PVC billboard, in Venice, is the object of reuse. Thanks to “..malefatte... di città di venezia” the advertisement by the large sizes, now decommissioned, is decontextualized from the scissors of the male prison of Santa Maria Maggiore and stitched giving rise to several and useful bags.
Fabrizio Olivetti’s idea, art director of the City of Venice, entered the prison through the cooperative Rio Terà dei Pensieri.
Although it is not a real innovation, not only governments but also associations and even the big, established brands have been given to eco-friendly bags, through this operation, born in May 2009, by the environmental implications, as well as social and educational, the advertising banner, in a different guise, can return to its original purpose, that is to be admired. The craftsmanship is expressed in trendy handbags, green, unique and fascinating artefacts from the artistic value, and it's appropriate to say, you can show off at every opportunity.
The initiative, particularly liked by the ex Mayor Cacciari, was included in the book shop of museums and exhibitions of the lagoon city.
«I think the success of this initiative - said Olivetti - has shown how even simple everyday product can help to raise awareness towards the environment. The task of the so-called "creative" is to make it more possible "attractive" the adopted solutions, and having regard to the requests we receive, even from important reality, I believe that the campaign has hit the goal».
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