What is usually understood as “advertising” among cultural institutions is an ad in a newspaper or a magazine based on an exhibition or performance poster and informing on what – where - when. Sometimes, this concept is transported into a TV spot, where the poster gets to have some kind of “animation”, using the image and letters of the poster, and where the information on what – where – when is also transmitted orally. In other words, facts.
Last year, I saw on You Tube the advertising spot of an exhibition at the Czech National Museum in Prague and it got me thinking. It related to the 2008 exhibition of the original document of the “Munich agreement”, which had been signed 70 years earlier, in 1938. This was an agreement between Britain, Germany, Italy and France which allowed for Czechoslovakia’s German-speaking territories to be sliced off and handed to Hitler.
This was definitely not the usual what - where – when tv spot. This was a museum transmitting a message and addressing an invitation with a clear knowledge of the social-political-cultural context in which it operates and with a sense of humour. Short, intriguing and rather bold, considering what museums in general have got us used to. It speaks to the citizens of the Czech Republic and to the rest of us, although no words are needed.
More recently, I was very pleasantly surprised with a “Made in Portugal” ad. The 3rd edition of the Montemor-o-Novo Theatre Festival was organized by the Municipality of Montemor-o-Novo together with a number of local theatre groups, in spite of the financial difficulties felt in the cultural sector, presented all over the town and with the objective – among others - to involve the local population, independent of age, education, previous knowledge or habits of attending theatre performances.
The sense of humour in this spot won my heart once again. The second thing that came to mind was how true it felt, considering the festival´s mission and objective, especially the concern to involve the local community, which becomes the protagonist.
The third example I would like to discuss is also “Made in Portugal” and it´s more than an ad, it´s what one may call a campaign. “Maria & Luiz” is the joint effort of Lisbon´s two municipal theatres (Maria Matos and São Luiz) to work together in forging a relationship with people, through the creation of a card that costs €10 to purchase and offers 50% discount for a year. The campaign is made of seven short films (with english subtitles).
Seven short films, seven stories of romance, vanguarde, drama, music, expression, charm, phantasy. The ingredients of the the everyday life of very diverse people reflected back to us once we find ourselves in a theatre room.
The objective of advertising is to build messages that may influence attitudes towards a product or an idea. Now that I put the three examples together, I realize that one thing they have in common, apart from a sense of humour, is that they are centred on the people they wish to communicate with. Not facts, people. The story is not just the document or the festival or the discount card; the story is not told by the curator, the artist or the manager. Common people become the protagonists and narrators. Common people is what cultural institutions are about. This is the idea I see behind the concept, this is the message. Being part of a sector that is used to communicating with “its own” – with those who are already part, with those who “understand” – I am happy to see that some of us have chosen a different way, a different relationship.