Eye tracking Alberto Giacometti

Agency Network: 
October 2009
DU Kulturmagazin:  Eye tracking Alberto Giacometti


In the true sense of the claim, a real eye-tracking device recorded how a reader looked at a page of a "DU" issue. The original lines generated during that recording were printed as an ad.

Print advertisement created by Euro RSCG, Switzerland for DU Kulturmagazin, within the category: Media.


Every page an eye-catcher. / DU. Arts and Culture Magazine.

Advertising Agency: Euro RSCG Zürich, Switzerland
Executive Creative Director: Frank Bodin
Creative Director: Axel Eckstein
Copywriter: Ivan Madeo
Art Director: Christina Wellnhofer
Graphic Designer: Sarah Kahn
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tirthomitro's picture

wow! technology at the rescue of art!

Activity Score 2724
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

WillyLatasa's picture

Didnt get it... someone?

Activity Score 608
Art Director at Sinus.la |

"Bright ideas bring better results"

tamir's picture

the eyetracking are to demonstrate scientifically how attractive the mag is. c'mon...

Activity Score 138
Audrius Kubrik's picture

I think there's nothing much to get here. The goal of this quasi-ness is that it's puzzling - therefore, it stops your eye and makes you scratch your head. But not exactly inspiring... Which brings up a question: does (post)modern art need to be even more sarcastic towards itself and discredit itself? Of course, I might be wrong with my conclusions and assumptions...

Audrius Kubrik
Activity Score 828
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