Faculty of Design

Advertising

Gabriel Almario

The Creative Class

The Creative Class is a new social class bonded together by their desire for creation and creativity. From artists, designers, photographers, illustrators, painters and more, Creative Class Creators have one goal in mind: reclaiming spaces in our city traditionally overtaken by the values of capitalism. Our first campaign will have three stages. First, our manifesto will inform artists what our group is about and what we want to change. They will be handed out in places like cafes, art galleries and near the OCAD campus to help gather a solid foundation of local artists to join our cause. Artists are the drivers of our cause and gaining their support is an imperative first step in reclaiming our city from capitalist values.Next, a series of OOH print posters will be put up throughout the city. While still attracting local artists to our cause, these posters will also give the public an introduction to The Creative Class and call upon them to follow our Instagram page to keep up with our activities by scanning the provided QR code.Finally, with a great foundation of support from local artists and the general public, we want to introduce our City-wide Open Gallery. A guerilla campaign that sees local artists pin up their work over print advertisements throughout the city, bringing culture and beauty to the commute. The average person sees anywhere from 6000-10000 advertisements every day, but how much work from artists and other creatives from your local community do you get to see? Probably nowhere near as many. We hope to break the depressing routine of the commute by placing local art in areas which are unexpected. Since this is a guerilla campaign, it may only be up for a week, a few days, maybe even only a couple of hours, but that is enough time to show people the benefits that art and creativity can have on their daily lives. From bringing beauty to spaces where it is void, creating discussion and culture amongst members of a community, or just giving people a break from the capitalist ecosystem we find ourselves in.This was only our first initiative in reclaiming space in our city for local creativity. Our first project focused on visual forms of creativity but we would like to expand that for our future endeavours and include other forms of creativity.