Upcycled Words

There is life even in the rubbish

2016

Upcycling: “the creative reuse, the process of transforming waste materials, useless or unwanted products into new materials or products of better quality.” Advertising produces an impressive amount of waste. Cima asked some of Italy's brightest and most successful copywriters for a gift of one of their headlines (title, slogan, claim, payoff, tagline...) rejected by the company for which it was originally created. Offspring written with the Olivetti Lettera 22 or MacBook between 1984 and 2015 that were undervalued and forgotten. Cima has given them back life and form, ferrying them from commercial function to artistic dimension. Words that the artist transformed into images, giving life to a process of reconversion of the immaterial, the precious fruit of intellectual energies.