CAMPAIGN FICTION: USING EXPERIENTIAL ADVERTISING TO CREATE DESIRABLE FUTURES
WORKSHOP
SUNDAY, JULY 11, 2021 at 08:00 - 11:00 AM (EST/UTC/GMT-04:00)
Duration: 3 Hours
Language: English
Advertising has a bad reputation among large segments of the population. Nevertheless, advertising campaigns provide a valuable ethnographic source for understanding modern societies. They mirror images of people, gender roles, social clichés, media usage patterns, humor, and values. Campaigns reflect consumers' zeitgeist-related demands and desires. Advertising also reflects expectations and images about the future that exist in society and economy. Ad campaigns are thus both reflective images of everyday social life and economic seismographs. To put it in a nutshell, advertising campaigns are a good source for analyzing future perceptions and signals and they make it possible to conduct future-oriented storytelling.
In this workshop we will use this cultural potential of advertising campaigns in a systematic and speculative way we call "Campaign Fiction" (in deliberate reference to Design Fiction). This is done by creating desirable futures by combining "classic" campaign development with elements of established methods from the field of futures and foresight such as Experiential Futures, Design Fiction, Speculative Design, and Visioning.
The workshop is clustered in three steps which build on top of each other and make it possible to converge the desirables futures from a micro perspective to a macro perspective. It will take place in a "sprint modus".
Based on this approach it is possible to find answers to the question "What now?". Advertising campaigns are a ubiquitous part of people's everyday lives (now and in the future). Campaigns make it possible to convey complex interrelationships in simple messages and in this way make desirable and abstract futures tangible for everyone.
Workshop Facilitated by Christian Grünwald, Max Irmer
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