Conscience

Progressive opening on Friday May 13th, 2011, that begins at 5 pm. at LA CHAMBRE BLANCHE and continu at 6 pm. at the Méduse cooperative and at 8 pm. at Le Lieu, centre en art actuel | São Paulo exchange with the collaboration of Le Lieu and the SESC Pinheiros

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Within the framework of its site-specific residency at LA CHAMBRE BLANCHE, Esqueleto Coletivo presents a project that started in 2008 entitled Conscience. It consists in the creation of products, as for example the Eau de Conscience, and in the development of marketing stategies, advertising actions and promotional operations linked to the product. Esqueleto Coletivo created, with the Eau de Conscience, the identity and the brand image of a liquid product which can be use on persons, objects and environments. The Eau de Conscience can be considered as a placebo which cleans the individual and collective consciousness. Its function is to act on the symptoms of contemporary malaises, such as guilt, depression, anxiety, dissatisfaction and fear. With this project, Esqueleto Coletivo go from the field of art to advertising and probing the borders between these different domains. By appropriating techniques and vehicles specific to marketing, the collective short-circuits the relation between art and advertising. The Eau de Conscience is an ironic answer to fallacious strategies of companies that employ the social and environmental problems to put forward a responsible image of their corporation, image which is sometimes use as diversion to actions with negative impacts for the human being and the planet.

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