Someone at the Juventus marketing division (or at a marketing firm contracted by Juventus) should be getting his knuckles rapped by now. It so happens that Juventus’ latest drive for memberships featured a picture of a woman’s face painted in the world famous black and white stripes with the wording “Pure Enjoyment”. A huge poster featuring this face was also displayed at Rome’s Stazione Termini much to the chagrin of the capitolini who probably regard the station as “home territory”. It was clear that Juventus wanted to follow up their successes last season with an aggressive membership drive, only to be spoilt by the lax laziness of some designer in an office who couldn’t be bothered with getting creative.
No. Said designer opted to plagiarise an idea from a fourth tier Spanish football team (Badajoz) who had featured the same black and white face in their own (more modest campaign). Even if the photo is sourced from some stock photo database the fact remains that the designer guy/lass copied the gist of Badajoz campaign without so much as an if you please.
It’s about standards really. Juventus FC’s image will not suffer much beyond the spoofs of rival supporters such as those of Inter FC (a team who until now has copied its logo (off Real) and plagiarised its tune (an injuction was issued by Celentano I believe to stop them playing it)).
It is the lack of professionalism that jars – and a lack of pride in one’s own work. Forgive me if I go back to Alfred E. Baldacchino’s intervention in the parliamentary Permanent Committee on Environment and Planning but it really was an example of how things should be done. Call it old style if you wish, or proper civil servant but it is there for all to see. (See Baldacchino’s post on the matter in his blog).
Pride in your own work is also important because each and every one of us is a cog in a greater wheel. This greater wheel and system is intended to function when every part of it works accordingly. If you look at MEPA as an institution that is currently under the lens we begin to understand the convoluted contradictions both in legal development as well as in planning practice that have grown over time. When architects and planners stay mum when faced with evident distortions of the law and deviations from proper policy, when the autonomy of an institution is put into serious jeopardy in order to satisfy a web of interests that have nothing to do with the aims of the institution itself then things go awry and they do so fast.
At the base of all this is an unprofessional approach to work, to ethics and to policy. This danger is all pervasive and does not stop at MEPA. Professionalism is strongly linked to dignity of the person. Dignity, in its turn is linked to happiness and enjoyment of life. Unprofessional, undignified behaviour may bring short term bursts of satisfaction to the weak minded and short-visioned but in the long term it promises misery for them and those around them.
I’ll be renewing my International Premium Membership with Juventus FC but I cannot say I am not concerned by the slip in the marketing department. It is this kind of sign of weakness that must be catered for immediately before you start a ride on the slippery slope to mediocrity. On and off the field.
