Tom‡ä Polcar, Ester Polcarov‡

ÒBeing inhabitants of the photographic
 universe, we are accustomed to
 photographs: we are now used to them. 
 We do not perceive the majority of
 photographs, as we are habituated to
 them, the same as we ignore everything
 around us, whatever we are accustomed
 to, and we perceive only the phenomena
 which are changing. Change is informative, 
 the things which we are used to, are redundant.
 We are surrounded mostly by redundant
 photographs - despite the fact that
 every morning we read new illustrated
 papers, every week we can see new
 posters in the streets, and new
 advertisements in the shop windows. 
 That is the constant change to which we are
 used to: one redundant photograph drives
 another redundant photograph out. 
 Change thus becomes common, redundant,
 ÒprogressÒ becomes uninformative, banal.Ò 

 VilŽm Flusser :
ÒBehind the Philosophy of PhotographyÒ


The project deals with the
basic concept of a painting.
The text and the picture refer
to each other. The picture of
a potato is identical by its
meaning with the word potato.
This word does not explain the
picture, but confirms it. 
In other words, this is an
information campaign of common objects 
(potato, spoon, chair, bread, shoe) 
which makes use of the classical
two-dimensional advertising
network - BILLBOARD, 
LIGHT PANELS IN FOYERS, 
PUBLIC TRANSPORT.