New Social Art School react to Brighter Outlook campaign

28 June 2006

Looking out for Aberdeen

• Merz and Vykoukal / New Social Art School

‘Aberdeen City and Shire - a Brighter Outlook’ is the new official branding by the local Economic Forum, defining place for us. A series of five postcards provide an alternative vision of Aberdeen. They feature locals as well as their statements about the city.

The photos are taken in front of the windows of a local department store, which advertises the ‘Brighter Outlook’ brand. Going beyond simple parody or criticism the cards show both positive and negative views. They reveal the genuine diversity of people out and about.

The official brand presents a unified, streamlined definition. By correcting this dominant image, The New Social Art School are looking out for Aberdeen.

The cards are being launched on Friday 30 June, 6pm, during the opening of the exhibition 'Architecture in Scotland 2004-2006 / Defining Place'.