Two weeks ago I was lucky enough to go to one of my favourite German cities, Düsseldorf. In addition to having a great time, I also went to a very interesting exhibition at the NRW Forum. The purpose of the exhibition was to show the history of shock value in advertising.
For me personally, the shock value was only present at the beginning of the exhibition where ads were shown from Benetton, and maybe some of the Sisley ads were on the edge. The rest of the exhibition showed examples of adbusting, reverse psychology marketing (love this one by Diesel) and visual kidnapping (great example by Nike).
Really cool was that in addition to the exhibition, one could actually experience what used to be ‘radical marketing’. They included a really well-known concept, a guerrilla store by the famously known Comme des Garçons. Their concept is to have a store open at a location far from fashionable hubs, for a maximum of one year and not to spend much on the interior. The store in Düsseldorf is the first time ever for CdG to open one in a museum. So if the wonderful exhibition is not enough to convince you to go, the additional store definitely will! Radical Advertising will run until 16 August 2008. Not being able to go to Düsseldorf? You can check large parts of the exhibition online.