Eye tracking Alberto Giacometti

Agency Network: 
October 2009

In the true sense of the claim, a real eye-tracking device recorded how a reader looked at a page of a "DU" issue. The original lines generated during that recording were printed as an ad.

Print advertisment created by Euro RSCG, Switzerland for DU Kulturmagazin, within the category: Media.

Every page an eye-catcher. / DU. Arts and Culture Magazine.

Advertising Agency: Euro RSCG Zürich, Switzerland
Executive Creative Director: Frank Bodin
Creative Director: Axel Eckstein
Copywriter: Ivan Madeo
Art Director: Christina Wellnhofer
Graphic Designer: Sarah Kahn

Comments (4)

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tirthomitro's picture
Activity Score 2758

wow! technology at the rescue of art!

they showed me a picture & i laughed
dignity has never been photographed

WillyLatasa's picture
Activity Score 616

Didnt get it... someone?

"Bright ideas bring better results"

tamir's picture
Activity Score 138

the eyetracking are to demonstrate scientifically how attractive the mag is. c'mon...

Audrius Kubrik's picture
Audrius Kubrik
Activity Score 828

I think there's nothing much to get here. The goal of this quasi-ness is that it's puzzling - therefore, it stops your eye and makes you scratch your head. But not exactly inspiring... Which brings up a question: does (post)modern art need to be even more sarcastic towards itself and discredit itself? Of course, I might be wrong with my conclusions and assumptions...