B 2 C

B 2 B

Estera Kaszen

Managing & New Business Director 

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The text was one of the articles published in "New Marketing," written by our creative strategist - Krzysztof Jagieło - Innovation (formerly Media Trends Festival) committee member, as a part of the journalistic activity around the festival.

There will be no sentence about what innovation is, what it should be, or when it is. There will be three notes that build a picture.

P for Panorama

Professor Brian Cox said: "Thanks to the atmosphere we have the terrain we have". - and thanks to the atmosphere, do we also have music?

P for Medium Plan

I wipe off the dust, reach on top of the bookcase, where the dust is more. I see a bottle opener. I pick it up. What I see on the surface of the bookcase is the silhouette of the opener. I am reminded of a segment of a TV program in which a scientist talked about his understanding of the mechanism of leaving the first paintings-marks on the walls of prehistoric caves. According to him, dust, colored powder or mineral was spit out onto a hand applied to the wall, and then it was peeled off.

This hypothesis probably describes some of the earliest images-representations that prehistoric man consciously applied.

Here, an association with the silhouette of the drinks opener quickly arises. I imagined a sandstorm or other sudden dusting of natural origin that covers a group of people, objects, animals. People rise after the whole event and leave a reflection of their silhouettes on the ground. Who was the one who understood what happened? How did he even notice the human silhouette in the image left on the ground?

Another breakthrough in thinking and observation must have been to understand how to manage such dust, paint, scattered charcoal to leave a mark where one wants to leave it.

Perhaps by the time the recognition of images - representations, detached from movement, time, forms - of traces, silhouettes was somehow already developed in prehistoric man, one of them combined with it the ability, acquired by another route, to mark with the help of spit powder. After all, spitting must have been a primitive spray for marking territory, persons. Perhaps the first formal component of some conceived name, etc.

So, we have a tool for applying in spots or other forms (line, circles...) some amount of pigment and a phenomenon where, with the help of falling particles, outlines the silhouette of the object on which they fall.

What must have happened in the mind of the man who put these elements together? What did he want, was he looking for? How capacious must his imagination have been, and how much information must he have already managed at the level of the abstract?

Z for Close-up

What makes the visual representation of owl eyes, in their basic form, size and spatial configuration, that we can find on the wings of a "peacock-eyed" butterfly? How did this representation find its way into the butterfly's DNA and is multiplied in each successive individual? How is the butterfly "able to adapt" such a clever strategy of defensive mimicry?

My definition of innovation hides somewhere in the space between these texts.

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