Zanny Begg
I employed a somewhat subversive approach to revolutionary consciousness by utilizing capitalist marketing tools, which are, of course the antithesis of the socialist approach to developing revolutionary consciousness as traditionally understood (and yet are deeply embedded within the psyches of those who would be potential revolutionaries) to address the problems with "brand socialism". I have used market research questionnaires and focus groups with self-professed revolutionaries and enlisted the assistance of a range of marketing experts such as crisis management firms, viral marketing companies, PR gurus and spin doctors to come up with a marketing campaign for socialism. The work will be a tongue in cheek look at the possibilities of revolution in the twenty-first century: the joke a double edged sword – poking fun not only at the unmarketable nature of socialism but also the manipulative and coercive nature of marketing itself.
The work involves a looped video projection documenting the first leg of the Re-branding Socialism campaign in Sydney.