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NEED | |||||
 | Winner
of the Prix Möbius Culture: Tuomo
Tammenpää : Direction, Design, Artistic control NEED is an online project with public installation and a marketing campaign. NEED is a self-declared brand. It was created to explore the process of (image)marketing as the mechanism for awakening needs and desires within consumers. NEED is a perfect brand, there is no product, just the image. Need is a test environment for exploring brand building and consumer culture in western society. | ||||
 | The project consists of three parts: a marketing campaign, a website (www.needweb.org) and the exhibition. The marketing campaign imitates and re-mixes commonly used methods for product promotion and branding. The purpose of the campaign is to create visibility for the Need brand and to get people to the Needweb. The website seduces the "customer" to join the Need Members Club and give out personal information in order to gain access to Need services. The main content of the project can be found in the Needweb. The high accessibility of the Internet makes the website the core element of the Need-project. However, in order to get the full Need brand experience, one must see the campaign and visit the installation. | ||||
 | The
installation is a showroom type "shop-in gallery". Need package design
samples are promoted in a bright and clinical space. A computer panel with direct
connection to the Needweb is mounted on the central cabin of the shop. This is
the main interactive component for audience participation in the exhibition installation.
The project was initiated in 1997 and has since been under continuous progress. The different phases of this development form a series of exhibition installations and campaigns. Need project has now reached the third generation in which all three elements, the campaign, the web and the installation was completely re-designed. Language:
English contact person: Tuomo Tammenpää | ||||
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