The presented project, “austere,” has been used to promote the exhibition “philosophia” in which his best but less known works have been displayed. This travelling exposition was unveiled in two well-known halls at the universities of Valencia and Vigo. It was primarily addressed to professional designers, students, professors, and to the whole creative community in general.
The main objective of the campaign consisted on raising awareness by making a public protest and bringing to the spotlight the value of design as a tool for expression. This concept was also intended to serve as the basis for the creation of an audiovisual piece of work. It was developed from previously designed elements –in this case, a book– and it was used to promote both the exhibition and the project’s creative study. The main goals were to gain attention in the media and to present to the public the less known works of the designer, to gain notoriety, and to attract visitors to the exhibition by making it present in the public eye.
When looking for institutional support during the development stages, there came the realization that no politicians were interested in the Arts. It was decided, then, to take action and to use the protest as the main tool for the promotion of the exhibition itself. Thus, the objective changed into gaining notoriety. The campaign was carried out in three different stages. First, it started the creation of graphic content that aimed towards the print run of a series of artistic works. All books were burned, but twenty survived. Therefore, the added value of the project was increased. The surviving books were given as gifts to the collaborators. During the second stage, it was recorded a documentary video explaining the whole process. It was shown at the exhibition and spread among different media: digital media, social networks, blogs… Finally, during the third stage, a burnt book was sent to all the institutions that had refused to take part in the project. An explanatory letter was included, clarifying the creators’ intentions, and thus raising awareness of the importance of institutional support for the survival of culture.
As a result, there was a massive attendance to the exhibition. People came from Schools of Design as well as from other centers dedicated to the study of Publicity and the Arts. Likewise, the project caught the attention of different printed and digital media, the television medium, and it became viral on the social networks. Thus, it achieved the notoriety the author intended. Most importantly, it raised awareness of the value of design and opened the field for debate among designers and creators. The author was also asked to give lectures on the work philosophy and the importance of design at the University of Vigo and the Universidad Politécnica in Valencia. The name given to the protesting action was finally used during the last stage of development, which consisted on the creation of a community page on Facebook.