⁠Sustainability

ポスター「サスティナビリティ（持続可能性）」

⁠—CLIENT⁠—

Self.

⁠—CREDITS⁠—

Julien Butterlin

⁠—ROLE—

Illustration and Graphic Design

Hand printed two-color silkscreen A1 Poster with gold leaf. The aim of this campaign was to denounce unsustainable ways of thinking, phenomena that take on an increasing importance in our public spheres, using medieval graphical conventions to highlight their regressive consequences. The daemon figure holds a lion, an engendered species, a nuclear warhead and a Kalashnikov, while the walking beast is giving out smoke—a reference to the pollution that attacks even the sun, source of all life on earth. Gold leafed lightning bolts come out of the clouds and depict the urgency of this dramatic situation.

Medieval bestiaries inspired the overall image structure. These books were compendia of beasts and originated in the ancient world. They became popular during the Middle Ages, when many illustrated volumes were produced, especially in France and England. Illustrations were usually accompanied by text giving a moral lesson.

Thus, the copy was purposefully written in antiquated language to match the concept. The catch phrase “A Public Proclamation” gives the impression of an official declaration issued by a person of authority to make an announcement known: the "Magna Industrialis Demens," the great industrial dementia “and akin witchcraft, relics of the barbarous millennia, imperil mankind’s concord and impoverish its substance.” To further work with the concept, the screen positive was not printed digitally, but hand drawn using quill pens, brushes and Indian ink. This gives the poster an antique block print feel reminiscent of the era when these bestiaries were most produced.