CREATIVITY AGAINST THE BANALITY OF EVIL IN 2019

Or the changes that had impacted my work.

It is interesting to see in 2019 how evil became banal.

While we see the temperatures massively increasing all around the globe, Greenland melting at records levels, and the permafrost in the Arctic Thawing 70 years earlier than predicted.

We get used to see less insects, bees, birds and a biodiversity decreasing at a speed never encountered before.

While we stare at these puzzling facts, like being on a train, seeing in slow motion everything deteriorating with limited power, not able to leave the train, in that same interval we see country leaders (or train drivers) accepting to see the amazon deforested, fires increasing, to the detriment of common natural resources.

The banality of evil in 2019 is also seeing on the other side Europe, prolonging the use of Glyphosate while proven to impact directly the decrease of insects’ presence across the territory. The banality of evil is to read that some individuals with a huge extend of power are putting an entire range of the population at risk by being climate sceptical and that this word still exist!

In this particular conjuncture most of the people try to process this information and identify on their personal level how to decrease their carbon footprint selecting more, using less water when possible, choosing renewable energies when available and sometimes drastically changing their home and own daily lives.

While most of the population is becoming conscious and actively changing their daily routine, there is this banality of evil raising again proposing to buy Greenland to extract more fossil fuels now that the ice is melting faster, or simply denying climate change as they often partially benefit from natural resources mass destruction, making them too reluctant to change.

The banality of evil is when egoism of a few is stronger than the future of all.

Today in 2019 unfortunately there are only 2 groups of people the ones who say I fight every day for the planet and against climate change as time is counted, and the other group, who let the situation deteriorate.

There is unfortunately no grey area in this particular case, not an “in between”, and none of these groups will be able to say I DID NOT KNOW…

It is in this specific conjuncture that at 360 Agency Berlin we decided to create different key visuals to raise awareness of climate change, as part of our CSR terms. We do not generate any revenue when launching those, we truly ally our passion and determination with creative action, and choosing to work only with sustainable clients became a requisite. It is a drop in the ocean while each drop counts.

These are definitely the latest main changes impacting our work lately.

While if we take time and look at a few fundamental ads that gave me the desire to work in this incredible industry we need to go further back in time of course…

As a kid born in Paris, when I was taking the subway and seeing the ads, waiting for the train and looking at the billboards, I was thinking that ads should be like art, and take you to another world in order to tighten the link between the brand and the viewer. I remember being quite young and thinking that the billboards were missing creativity and colours. While I was completely amazed and fascinated by Jean-Paul Goude work who was largely advertised in Paris during my childhood.

In terms of Art and advertising, his Citroen ad is probably one of the best examples of what a perfect mix between art and advertising meant to me, I could watch the ad on TV without experiencing any creative burnout again and again! This is real Art. ‘Egoiste’ from Jean-Paul Goude would fall as well into that same category.

While growing older, in that same Metro (lots of things happen in that Parisian metro, trust me), while I was staring at a billboard announcing Cannes Festival that I was seeing each year, I realized how different and appealing they looked each year, and how much creativity it would require to be so different during all those years.

This simple Cannes billboard made me believe that if the posters from the Cannes festival were so different, it was because each year a new designer was taking over the design and direction. That moment made me realize that to avoid creative burnout you need always new blood and as restrictive this world is, they would always need some new people.

This very simple Cannes Festival billboard initiated that desire to actively, at least, try to work in this industry.

Along these various sources of inspiration, we can clearly notice that the common denominator of this narrative line is contemplation of ordinary objects that are so banal that they often get unnoticed. Contemplation being a big part of my childhood I guess it was the beauty of banality that transported me the most, while nowadays fighting actively against the banality of evil has become my main motivation.

 

Andrea Henao, Managing Director, 360 Agency Berlin and 360 Agency Europe, Germany