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Vol.129 他在中国西北无人区伫立了一块广告牌，2025背离人群方能重拾真实

2024/12/26

职业离想

AI Deep Dive AI Insights AI Chapters Transcript

People

刘

刘耀华

奥

奥拓

Topics

刘耀华：艺术源于冲动，‘一块广告牌’项目是基于直觉的创作，挑战传统商业模式，在无人区设立广告牌，旨在表达独特的立场，而非追求流量。作品更像一面镜子，不同的人从中看到不同的东西，引发共鸣。项目的成功在于打破常规，建立新的共识，而非依赖传统的数据指标。奥拓：作为商业负责人，参与该项目源于对作品的感受性冲动，以及对广告行业现状的隐喻性理解。项目并非单纯的对抗，而是构建了一种新的体系，吸引了主流商业标准和价值体系。商业行为和个人表达可以有机平衡，商业的成功依赖于个人表达带来的结果。孤独的行动最终引发了群体共鸣，‘一块广告牌’项目体现了孤独与群体响应之间的关联。威尔王：该项目挑战了传统广告的曝光量逻辑，在快节奏的现代生活中，回归影院观看电影是一种‘奢侈’而可贵的体验，与无人区广告牌的理念相呼应。通过在无人区广告牌上投放信息，引发人们对电影的思考，唤醒人们对电影的热爱和对影院体验的重视。

Deep Dive

Key Insights

Why did Liu Yaohua choose to place an advertising billboard in the uninhabited area of Gansu, China?

Liu Yaohua was driven by a sense of dissatisfaction with the current environment and a desire to challenge conventional norms. He envisioned the billboard as a way to express a unique stance in a place devoid of the usual exposure-driven logic of urban advertising. The project, initiated in 2023, was inspired by a spontaneous idea to create a solitary, illuminated billboard in the vast wilderness, symbolizing a break from reality and a form of rebellion against the status quo.

What is the significance of the advertising billboard in the uninhabited area?

The billboard serves as a mirror, reflecting the individual circumstances of those who encounter it. Unlike traditional urban billboards aimed at maximizing exposure, this one stands as a counterpoint to the mainstream, offering a unique perspective on advertising and personal expression. It challenges the conventional logic of advertising by existing in a place where it is not meant to be seen by many, thus emphasizing the value of individuality and the power of unconventional ideas.

How does the advertising billboard project reflect the current state of the advertising industry?

The project symbolizes the advertising industry's shift from a centralized, exposure-driven model to a more fragmented and decentralized one. Otto, the project's commercial partner, sees the billboard as a metaphor for the industry's current state—like being in an uninhabited area where traditional methods no longer work. The project represents an attempt to find new, effective ways to communicate in a rapidly changing media landscape.

What role does the concept of 'abstraction' play in the advertising billboard project?

The project embodies the idea of abstraction by challenging conventional norms and creating something that defies traditional expectations. Liu Yaohua and Otto view abstraction as an opportunity to break free from established frameworks and explore new ways of thinking. The billboard, as an abstract concept, invites viewers to interpret its meaning in their own way, reflecting the broader cultural shift towards valuing personal expression over rigid, predefined structures.

How does the advertising billboard project connect with the film industry?

The project intersects with the film industry through a special invitation to moviegoers, asking 'Is anyone watching movies?' via the billboard. This collaboration highlights the shared theme of seeking authenticity and meaningful experiences in a fast-paced, fragmented media environment. Both the billboard and the cinema represent spaces where people can engage with art without the distractions of modern life, emphasizing the importance of ritual and immersion in cultural experiences.

Chapters