RADICAL ADVERTISING 5 April to 17 August 2008 NRW-Forum Kultur und Wirtschaft Düsseldorf www.nrw-forum.de

Catalogue with essays by Werner Lippert, Peter Wippermann, and Diederich Diederichsen, hundreds of photos, and interviews by Hermann Vaske with radical advertising protagonists such as Renzo Rosso (Diesel), Oliviero Toscani (Benetton), Kalle Lasn (the founder of Adbusters), ... The pop band MIA provide a completely different perspective on the exhibition. Check it out: MIA's podcast at the special website of the exhibition www.radicaladvertising.de!

Anti-advertising techniques in marketing campaigns of the 1990s have been developed from the wish to attack the usual semantics of advertising messages; with the result that advertising messages have become easier to de-code for a wider public. Often this has been realized by shocking strategies, like the sexy Calvin Klein billboards in the streets of New York City demonstrate. The message is clear: Calvin Klein Jeans have a hot cut!

The exhibition illustrates the history of shock advertising and guerrilla marketing campaigns from the 90ies through today and the 2010ies onwards. You can be interactive too in a guerrilla store: visit the Comme des Garçons guerrilla store with retro products and the label’s most recent designs. The store pops up exclusively during the time of the exhibition at the NRW Forum!

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foto: Calvin Klein Billboards photographed by Woulter Deruytter (c) Woulter Deruytter