The slogan of the upcoming edition of Gdynia Design Days — Polarization — gives a wide scope for interpretation. Polarisation means a clear differentiation, a dichotomy of views and opinions, broadening of collectivity, separation into opposing camps. This is a process of differentiated attitudes in the face of key problems, in extreme situations, those that cannot be ignored. Polarisation excludes mediocrity, indecision and lack of engagement. Every dispute can be positive or negative, the key is to manage it effectively. Only dialogue among people certain of their convictions allows innovative strategies of working to emerge.
We continue the visual colaboration with Patryk Hardziej. He based the idea of the campaign on showing the polarization in the form of online surveys.
By entering the page www.polaryzacja.gdyniadesigndays.eu Users can choose between two seemingly opposite passwords, including:
- me — we
- heart — mind
- offline — online
- locally — globally
Anyone who visits the festival site, will be able to leave the answer - symbolized by a dot.
As a result, two polarized groups of recipients will be created.
The results of this experiment will create the core of visual identification of this year's edition.
This will be the starting point for conversation about polarization, as well as a specific social experiment.