Drugi jezik na kojem je dostupan ovaj članak: Bosnian
After weeks of collecting feedback from many Croatian and regional creatives, project The Art of Feedback has reached its culmination. Yesterday, as part of Zagreb’s Design District, Señor agency for the first time unveiled their video installation in which the collected materials were interpreted by the acting couple Lana Barić and Damir Markovina. If you were not there to see it live among the first who did, here’s your chance to see it now – as the first among others.
Video:
All who are engaged in design, advertising and activities on the creative scene meet with the feedback from clients. Sometimes it seems that the client and the creative don’t speak the same language. Can the results be successful without their understanding? Interesting feedback that numerous creative agencies received from clients for their work were interpreted by actors in this project, to breathe life into the written text, with the aim of highlighting the ambiguity of feedback, the common clumsiness and susceptibility to different ways of understanding, and to illustrate the complexity of the client-creative relationship.
Here’s what chief creative officer at Señor, Vanja Blumenšajn, had to say about the project:
“When I look at the past month of preparing The Art of Feedback, I could conclude: the elephant is in the room, and all are pretending not to see it. Although hundreds of people got involved (thanks to everyone for sending materials), for the sake of the story I will first deal with that other part of colleagues. Some have called me from all sides, and praised the project, but they say they didn’t send their feedbacks. And now they regret it. Those are the passive ones. They laugh and like. They share and post and pin #agencylife and an emoticon. And that’s ok, the project is intended to make you laugh and draw attention, so it could even hope to raise awareness on something. The others, regardless of anonymity, were afraid. I met a colleague for lunch at Divas: ‘Oh your project is phenomenal, I had some genius feedback to send, but I was afraid that our clients might recognize themselves.’ Alas, she continues, ‘it’s great that you’re doing it, because it’s an important problem, and a big one.’ Well, that’s why, my dear colleague, you should’ve sent yours – I told her in between bites. The third group ask me with wonder and skepticism: ‘You really think this is going to change something?!?’ I don’t believe in magic movies that will change the world in a single day, but if the occasional client, account or creative recognize themselves in some of these examples just before they click that SEND, or if they think that their email might find its way into some of the future episodes, it was not in vain – I smile within.
The purpose of the project is not to point fingers, but to talk about communication – it’s our everyday job, so it’s also our duty to see if this internal communication can also work better. Can we innovate something there. Feedback in the business environment is a reaction to a product or behavior with the purpose of correcting it, streamlining it and achieving the desired result. This is a key, two-way process whose precision and quality dictates the outcome of each project. Lack of understanding of the process and substandard feedback void any possibility of good output and create an atmosphere of frustration and dissatisfaction on both sides. That’s why this topic is important for this relationship. A prerequisite of any good relationship is mutual understanding of the standpoint of your partner in the relationship. Identifying motives, desires, needs and goals. The confidence in selected partners is the key on both sides. The purpose of the project The Art of Feedback is to encourage thinking of both parties about the ways in which this communication can be more constructive and successful. To be able to understand – that’s the real art.
After the premiere, the project continues to live on at www.umjetnostfeedbacka.com where it will still be possible to submit feedbacks, vote for favorites and create an online memorial to fallen ideas, or a base for a new video sequel. In the autumn, we are preparing more surprises; maybe even something for the Weekend Media Festival (since I haven’t had the chance to call Nikola earlier, I’d use this opportunity to call him for a couple of drinks and ideas).”
For the end, since we are using the English term feedback, this is how the English describe it:
- helpful information or criticism that is given to someone to say what can be done to improve a performance, product, etc.
- an annoying and unwanted sound caused by signals being returned to an electronic sound system
May your every feedback from now on be more helpful, and less annoying.
More info at www.umjetnostfeedbacka.com and www.senor.hr.