Tom Sachs and Prada
Tom Sachs appropriated Prada’s brand as parts, from which he built a series of art pieces. His works proposed uncommon connections to the audience, asking questions that unsettled their assumptions about the relationship between marketing and the creation of culture.
Prada had a choice. They could sue for trademark infringement, hoping to regain total control over their brand identity in the cultural space. Or they could adapt to the artwork by sponsoring it and thereby becoming participants in answering the questions that the artworks proposed.
The free play of art and culture vitalizes society, by interrogating its foundations and by expanding its boundaries into new conceptual territory. Brands, meanwhile, try to supply the public with things they want. In the past, brands relied on traditional advertising to power sales of these products, but these methods are becoming useless as people learn to ignore these propagandistic communications. At Fame Game, we offer the opportunity for brands to sponsor arts and culture—not as another traditional advertising method, but as a new approach to marketing altogether.