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Dmitry Peryshkov

co-owner and creative director at Direct Design Visual Branding:

 

 

1. What’s the benefit of fakes?

Fakes can be good for small companies and for designers who want to enter the market, but do not have any big brand projects in their portfolio. You can show off your skills and not be restricted by the requirement of the brief. However, fakes should be made to high standards.  There is no point making fakes either for Kyiv International Advertising Festival or for Moscow International Advertising and Marketing Festival, the reason being - compared to the filigree precision and highest possible level of skill and creativity of the fakes created for the Cannes or Portorož, our domestic fakes are rather higgledy-piggledy, which is disappointing. It’s not worth doing it at all then. There is a couple of people from big network agencies, though, who do do it well.

 

2. What’s the downside of fakes?

A lot of fakes at festivals is not good. Prevalence of fake adverts at recent festivals devalues the work of designers and creators making real projects for real brands. We seem to be losing the plot a bit, in terms of why advertising campaigns are held ultimately, which is to promote a product or services, of course. So, what we get at the end of the day is advertising for the sake of advertising.

This has a rather corruptive effect. There was rumour, they wanted to ban fakes, but all ended in talk. On the other hand, fakes facilitate the industry development, help to set the bar high, which results in high-quality creative projects.

I think, it’s a good idea to have fakestivals, where the competition will be for the execution and the big idea, but I would definitely ban fakes at advertising festivals.

 

3. Can you become famous creating exclusively fakes?

You can make a name for yourself with fakes, as indeed Agey Tomesh did, creating fakes for well-known brands: http://www.ageytomesh.ru.  French designer Ora Ito promoted himself by hijacking the products of the most well-known brands: http://f2f-mag.ru/prime-time/231/3915/.

 

Being famous only due to fakes is impossible, because fakes can be a useful instrument to enter the market, but it’s not actual work. At the end of the day, both design and advertising have practical use.

 

4. Can you remember any epic fakes?

Joe Pytka’s 1997-1998 video Pepsi vs Coca-Cola.


 

Leonid Feigin

co-owner and creative director at Direct Design Visual Branding:

 

 

1. What’s the benefit of fakes?

It’s a good warm-up resulting in promotion and also ego massage.

Besides, it’s a great motivator for those wallowing in the humdrum of briefs.

 

2. What’s the downside of fakes?

Fakes should be fakes, because if you overdo it, you might end up with a bad reputation. You can also temporarily lose touch with reality.

 

3. Can you become famous creating exclusively fakes?

You can become famous for making fakes, yes. But the more well-known the brand, the less side effects there are.

 

4. Can you remember any epic fakes?

It’s the DHL one that comes to mind first.