The commercial artists, copywriters and cartoonists who are contributing to the 1994 membership campaign for free
ABSTRACT: Presentation of the commercial artists, copywriters and cartoonists who accepted Emma Bonino's request and collaborated with the radical newspaper "1994": "not so much to thank them, but rather to remind them to our readers..." With the occasion, "advertising recovers its primary, purely political condition...". There follows a list of names [NOTE: Some of the names are followed by a brief quote taken from the letters or texts whereby the artists accepted the proposal].
(1994 - IL QUOTIDIANO RADICALE, 25 October 1993)
Slightly less than thirty copywriters, graphic artists and cartoonists accepted to give their free artistic contribution to help create this newspaper. Following is a list of their names. We are publishing the list not so much with the purpose of thanking them - we think they wouldn't want that - but to remind them to our readers and to the public. For once, their message will not be used to sell a product. One of them remarks: "people hate commercial artists". But this time there should be no reason to. For once, they simply wanted to "answer discomforting questions that were stirring within us". And also: "We took a real interest in the thing, we felt such a sense of release", "we portrayed your capacity to turn dreams into reality". Advertisement thus recovers its primary and purely political function of producing and exchanging messages in a dialogue that creates or promotes politics. On the other hand, if, as some say, the radicals are "experts at involving people", wouldn't it be an equal-basis exchang
e and dialogue, for once? Their message wants to be intense and provocative. It even surprised us. They do not always use our language. Some consider it inadequate, yet the confrontation that takes place in these pages is the same we hear every day in the cities we live in. So once again, we not only accept provocation, we welcome it: it is necessary.
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Out of sheer passion!
Pasquale BARBELLA, Barbella-Gagliardi-Saffirio, pres. Art Director's Club in Italy (as a personal decision)
Massimo BUCCHI
Aurelio CANDIDO & Partners
CICCOGNANI STUDIO and Giorgio CARLI
...We have been working at the "radical pride" for a whole week. And we would do it again, even if we are not radicals. We are driven by the desire to beat the mechanism of advertisement-consumption, and the need to be present in the reality...
Gino Ciccognani
CHIAPPORI
Mauro COLONNA and Maurizio FIDUCI
J.Walter Thompson (as a personal contribution)
...You are experts at involving people, and we accepted with great pleasure. We chose to portray your capacity of turning dreams into reality... Mauro Colonna
AGENZIA COMUNICARE
Roberto CONTI and Marco FERRI
Creative directors Agenzia Roncaglia & Wijkander (as a personal contribution)
...People do not like advertising, and they positively hate advertising artists. It's the same with the radicals: we're both minorities...
Marco Ferri and Roberto Conti
Maurizio D'ADDA
vice president & creative director
Carlo SPOLDI art director
Stefano CAMPORA copywriter
Roberto BATTAGLIA,
Stefano CAMPORA,
Eliana FROSALI, Giorgio NATALE
Saatchi & Saatchi Advertising
(as a personal contribution)
...You have been very daring to ask advertising artists, and also very confident, and that is why you have received with generosity. I did it because I am not a member of the radical party or of any other party: I think the word 'party' harms the radicals...
Maurizio D'Adda
Stefano DISEGNI
Chicco FUNARO creative director
Italia BBDO, Roma (by way of personal contribution)
...A strong justice or a fair justice. This is the radical theorem: never give in to the emergency of the moment, never become accomplices of the hic et nunc. I wanted to provide a personal and public testimony of this...
Chicco Funaro
GIANNELLI
Giancarlo LIVRAGHI
...I don't know how Emma Bonino found out about my existence, but when she suddenly called me I said yes. It's an odd circumstance: I was in the middle of the ocean and I had to do everything via phone and modem. The pictures are not quite the way I had imagined them. You can agree or disagree with the radicals, but I think it's a good think that they're there and that they keep on "breaking" things that need to be "broken"...
Giancarlo Livraghi
AMBROSIO - MAOLONI
...We are not members of the radical party, but like many Italians we are radicals by opinion, simply out of an impulse to support ideas versus ideology. We worked with the uttermost dedication and we also had great fun because we felt totally free...
Luca Maoloni
Sandra MAZZUCCHELLI
Mauro MORTAROLI, Armando Testa Spa
...I think the spirit of the radical party is: down with common places and superficiality. Especially when they're cynical...
Mauro Mortaroli
Gianni MUCCINI Italia BBDO
(as a personal contribution)
Emanuele PIRELLA, Giosuč' BOETTO COHEN copywriter, Michele GöTTSCHE art director, Pirella Göttsche Lowe (as a personal contribution)
...We answered you appeal to answer discomforting questions that were stirring within us. Through your ancient and new history we have discovered the country's subconscious history...
Giosué Boetto Cohen
Gavino SANNA, Gaspare GIUA and Andrea RUGGERI Young & Rubicam Italia (personally)
...We worked extra hours, we worked on Saturday and Sunday and even at night. Why? Out of passion, and because we felt such a feeling of total release. We had never done anything this beautiful...
Gaspare Giua
STAINO
Oliviero TOSCANI and Salvatore GREGORIETTI Gregorietti Associati srl
(as a personal contribution)
VINCINO
