New European Bauhaus Prizes 2023

Concept category

Identify the award category for which this concept is being submitted
Shaping a circular industrial ecosystem and supporting life-cycle thinking

Email user
mihalovanita@gmail.com

Basic information
Concept title
Merou

Full Concept Title
We change marketing for art and we create new forms of visual art distribution

Please provide a short, catchy description of your concept to be used in communication towards the public
We fight against marketing campains, which influence public in a negative way. We use digital billboards to turn marketing into art. With projectors we project visual art in public spaces, which is supposed to lead the general public to a sense of self-satisfaction, better behavior towards our beloved planet and opening their consciousness.

What was the geographical scope of your concept?
Cross-border/international

Where was your concept implemented?
Location 1
Czechia

Location 2
Other

Which other country?
Turkey

Member State(s), Western Balkans and other countries
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If relevant, insert names of region(s)/municipality(ies) involved
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Does your concept address mainly urban or rural issues?
Mainly urban

Does your concept refer to a physical transformation of the built environment or other types of transformations (hard or soft investments)?
It refers to other types of transformations (soft investment)

Has your concept benefited from EU programmes and/or funds?
No

Has your concept won an EU prize with a monetary value awarded?
No

On whose behalf are you submitting the application?
As an individual
Social Media accounts (Facebook, Twitter, LinkedIn, Instagram, etc.)
- URL: https://instagram.com/project_merou?igshid=YmMyMTA2M2Y=
- URL: https://www.youtube.com/watch?v=UCMnO_S_RnA
In case my concept is selected as a finalist of the NEB Prizes 2023, I agree to share the name (individual and/or organisation’s), email address, website and social media accounts indicated above with other NEB Prizes finalists. I also agree to publish the name (individual and/or organisation’s), website and social media accounts indicated above next to the public description of my concept in the channels of the European Commission
Yes

How did you hear about the New European Bauhaus Prizes?
New European Bauhaus or European Commission websites

Description of the concept
Please provide a summary of your concept.
The purpose of the Merou project is to open the consciousness of the general public, based on the highlighting of values, that when a person has, feel long-term satisfaction and it is difficult to lose them. The first step towards this goal was implementation In the begining of December 2022 when the project Merou started in Prague. For 2 weeks we ran visual art instead of marketing campaigns on digital billboards. Almost everyday We went to the streets and project videos, that we created together with very successful Czech artists. We used cultural monuments as projection areas, because we want to raise the values of art and the value of the present moment. After a few researches, we decided to use video-synthetizer, which senses the space around and creates mandalas (example in the social media or documentary video) and also distribute it in the public (at the turn of 2022 and 2023), because mandals have a very good influence on the human mind. We don't see borders and want to become an international project, so we decided to travel to Turkey on January 4, where there is a big crisis. We implement our project here and at the same time help individuals and local nature. Our next step is Croatia and France, where we would like to shoot new videos with worldwide Artist and connecte with some bigger companies to spread our concept. We already have a scripts, we are in touch with foreign crews and watching the market of adverts areas.

Please indicate the main themes of your concept with 5 key words.
Mattering

Please indicate the main themes of your concept with key words
Distribution

Please indicate the main themes of your concept with key words
Visual art

Please indicate the main themes of your concept with key words
Conciseness

Please indicate the main themes of your concept with key words
Less marketing

Please give information about the key objectives of your concept in terms of sustainability and how these have been met. Please highlight how the concept can be exemplary in this context.
Marketing in general use attributes of the human mind in order to spend their money and make them need more the they have. Big companies distort reality, for example cosmetic companies exploit weaknesses in terms of beauty and create false ideals, companies with unhealtly food or drink makes people feels like there is so much love in these products. Mattering exchanging marketing for ideas that touch deep folk values like the once you can not buy for money and that once that stay for long-term inside of us, we belive that we can wake up people awareness and it would be the first step to make people think about the future of our planet. We want people to understaind the value of present also, because we care of their desicions and we lead them to choose well. We screen the thoughts about better future in our videos and we put them into unusual situation, so they feel more in the present moment.

Please give information about the key objectives of your concept in terms of aesthetics and quality of experience for people (through design, positive emotions and cultural benefits) and how these have been met. Please highlight how the concept can be exemplary in this context.
In our videos which was create by the team of International artist, we put our message in two layers, visual and text. In the Visual one we worked with metaphor, to give the observer space for their own imagination. We put there also text to make the message clear for the once who are not ready to think about it in the moment. The message of the videos are to self-love, to take care of nature and people we love. We choosed these subtitules based on search and agreement of 23 people.
We also screen mandalas. Mandalas have been shown in clinical studies to reduce stress and pain, lower blood pressure, promote sleep, ease depression and increase concentration.

Please give information about the key objectives of your concept in terms of inclusion (ranging from accessibility and affordability for all to inclusive governing systems, design for all principles or new societal models) and how these have been met. Please highlight how the concept can be exemplary in this context.
Key objective of Merou is to adrress civil society for whom the video will connect with their thoughts, and we create videos with this intention in mind. Among other things, we address people who are not interested in culture or the onces who cannot afford it and therefore do not seek it out. We show them unussual art in unexpected situation and raise up the culture and their interest.

Please explain the way citizens benefiting from or affected by the concept and civil society have been / will be involved in the concept and what has been / will be the impact of this involvement on the concept.
At first, we give a civil society chance to see situations in a different point of view. With watching art on the place where is advertisment normally, we letting them know, that someone care of their life. We create hope for a better future in them. If the passersby strugguling with an issue like lose of love in different ways, and they see our work in right space, right time, the results are very effective. For example We found the screening of mandalas very interactive for passersby. They shoot it with their phone, they do random moves in front of them and usually they stay for a while.
The project is in the begging and it is hard for us to get feedback, because we do not promote a place where they would give us some, we focus on sharing our concept. But we jist started to promote our social media so we hope in some feedback soon. In the same time we finance the project from our own money which limite us in many ways.

Please explain how different stakeholders at various levels (local, regional, national, European) were engaged in the design and development of the concept. Please highlight what the added value of their engagement was
We had a meeting with the owners of advertising areas in Czech, the purpose of which was to agree on cooperation and spread our project.
We also cooperate with state institutions that manage monuments. Fortunately, both of them were very excited about our concept, they saw potential in it and were happy for the opportunity to get involved. They are open to further cooperation.
It is a big experienece for us to run our project in the Country with such a different culture like Turkey. We already talked to a few people which we found based on enviromantal social media sites, about building a new community of people who want a better future here. We already connected with some artist in France and told them about our plan. We expect to go to Paris in the begginig of May.

Please explain which disciplines and / or knowledge fields were reflected in the design and development of your concept. Please explain how representatives of these different fields interacted with each other, and what the added value of this process was
Our project consists of four people. The author is me, Anita Mihalová. I found the concept and becamed head of communication, I come out with the plan and lead the shooting. I am an director, actress and script writer. In my carier I direct reality show like Survivor or Love Island. I was also part of the shooting for Danish Netflix, UK Amazon prime video and Czech TV project. I did project for Nation Theater in Prague with Ukrainian refugees, I also directed dance company at a charity event against Bečva river pollution. In 2019 I did a project called Relativita, with this project we put art instalation (12m2 concstruction) in the most famous square in Brno with the purpose of educate civili society about our Universe.
Art Director of Merou is Sasyk Mihal, international graphic designer, who did campaing for example for Google or Apple, TEDex etc. His knowledge of the world of advertising is very beneficial to us, he spreads the ideas of our project into this kind of companies, He started his carier in the Butterfly and Hurricans studio. This studio is founder of mattering and he worked there as Art Director too. Me and him finance the whole project.
The indispensable part of our team is David Riegler. Yoga master and healer. He was part of project like Save the soil, works with the Red Cross. He help people on the street on daily basis. He help where he can and he spread our idea and help our concept come true.
The Last one is Anna Daňková. She take care of organisation and implementation shooting of our videos. She worked for the biggest postproduction studio in middle Europe called UPP.

Please explain the innovative character of your concept when compared to mainstream actions in the field of the concept.
I'll start with the part of the project that uses digital billboards.
The normal use of these areas leads the viewer to spend money and they are told that they need something they don't have.

Please which elements of your concept could be replicated or transferred to other places, groups of beneficiaries and contexts. This may involve, for example, aspects of the methodology, technology, processes, products, learnings, etc.
This project is flexible in many ways. Our project is adaptable to any place, where it is possible to project from a projector and also to any billboard around the world. Since the project is partly built on a new way of distributing videos, whose main purpose is to bring visual art closer to the public and reach more people, then we give a chance for a specific kind of visual art to expand. One of our goals is to spread this idea through video makers around the world. We can screen in front of film universities and studios.

Please explain what kind of global challenges the concept addresses by providing local solutions
Our concept reduces the consumerism of society. We believe that at this moment enough material is created so that there is no need to create more and it is about to be recycled. We know that the first step to change must be taken by each individual, that is why we address our project to the public, where it can touch people across the difference of sphere.

Please attach the development plan of your concept. This plan should detail the plans you have for the further development and implementation of your concept, with a particular attention to the steps envisaged in the year following the application. The plan should also include envisaged results and benefits from the concept for direct and indirect beneficiaries. The results and benefits should be specified in relation to the objectives of the concept, and to what is expected in the context of the respective category

Merou plan.pdf
Please attach at least one high resolution image or visual representation of your concept to your application.
If you would like to upload additional documentation, please upload or write below
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By submitting your application you confirm that you are the copyright owner of the images provided and that they can be used by the European Commission for the purposes of promoting the New European Bauhaus on all platforms (websites, print, social media and other).
Yes

By ticking this box, you declare that you are not in in one or more of the exclusion situations foreseen under Article 136 of the Financial Regulation.
Yes

By submitting this application, I declare that I am not related to the entities subject to EU restricted measures under Article 29 of the Treaty on the European Union (TEU) and subject to Article 215 of the Treaty on the Functioning of the EU (TFEU)1, and entities covered by Commission Guidelines No 2013/C 205/05), which are not eligible to participate in any capacity.
Yes

By ticking this box, you declare that all the information provided in this form is factually correct, that you assume sole liability in the event of a claim relating to the activities carried out in the framework of the contest, that the proposed concept has not been proposed for the New European Bauhaus Prizes in any other category or strand and that it has not been subject to any type of investigation, which could lead to a financial correction because of irregularities or fraud.
Yes

By submitting your application, you guarantee that you are the author or have the rights to proceed with the application and to authorise the use of the concept, initiative, and that you have obtained any necessary consents, licenses or assignments from third parties and included copyright notices when necessary.
Yes

By submitting your application, you understand that all the applications that meet the eligibility requirements will be shared for the purposes of the selection processes, and notably published on the secured platform prizes.new-european-bauhaus.eu and for the purposes of the promotion of these on the New European Bauhaus website and/or other European Commission communication channels. In this sense, the applications would be widely available. Applicants should ensure that they present their concepts, concepts, in such a way that they could be shared without giving rise to intellectual property related concerns. If your submission is selected as one of the finalists, it will additionally be shared for the purpose of the public vote that will take place. The European Union is granted a licence to use and share your application with the general public and the official external experts for the purposes of the selection process, including the voting. The European Union has the right to use the images and visual materials and the description provided in the application for communication purposes related to the contest and beyond. Rights granted comprise the right to store, reproduce, display, publish and communicate or distribute copies in electronic or digital format, including, but not only, through the internet. Unless you have disclosed your name, the European Commission has no obligation to share your name when using or disseminating your contribution to the public. The European Union cannot be held responsible in case any submitted concept, concept is found to infringe third party’s rights. The European Union shall be neither responsible for the use that third parties may do of the applications or related content.
Yes

By submitting your application, you acknowledge that you read and understand that the ‘Guide to Applicants’ of the NEB Prizes 2023, available online in the website of the NEB Prizes 2023, is an integral part of this application form and that it must therefore be observed when completing and submitting your application.
Yes