360 Degrees of Cultural Contamination in Boxes
Cava de’Tirreni in Salerno, Italy, recently launched Three Sixty Degrees (Trecento Sessanta Gradi), an innovative culture and tourism centre based in the site of the formal local court. The opening of the centre, held over January 15 to 17, was enriched through a guerrilla marketing action designed by local communication agency MTN Company. Fifty boxes spread the cultural contamination onto the street where passers by could be infected with the virus of creativity.
MTN Company placed 50 decorated wooden boxes along the Cavese streets, featuring the faces of people from different ages and races, inviting citizens to visit the 360 Degree Centre and offering everybody the chance to comment on images, share their thoughts and generate new content. Each installation represented a person’s mind, indicating an open approach to knowledge, always ready to learn from new scenarios, customs, arts as well as to share and debate on new ideas.
The unconventional project culminated in a performance staged in the holographic structure that had been used continually through the weekend. The project expressed the mission of 360 Degrees, focusing on the significant expression of artist Andrea Pazienza. “A real voyage of discovery is not seeking new landscapes but having new eyes”.
See more on the MTN Flickr channel.