Tabula Rasa


Work made during my residence at the Residência Artística FAAP, praça do Patriarca, Sao Paulo, Brazil.
In 2007, the world's fourth-largest metropolis and Brazil's most important city, São Paulo, became the first city outside of the communist world to put into effect a radical, near-complete ban on outdoor advertising. Known on one hand for being the country's slick commercial capital and on the other for its extreme gang violence and crushing poverty, São Paulo's "Lei Cidade Limpa" or Clean City Law was an unexpected success, owing largely to the singular determination of the city's conservative mayor, Gilberto Kassab.


As the driving force behind the measure, mayor Kassab quelled the rebellion from the advertising industry with the help of key allies amongst the city's elite. On many occasions, Kassab made the point that he has nothing against advertising in and of itself, but rather with its excess. He explained,

"The Clean City Law came from a necessity to combat pollution … pollution of water, sound, air, and the visual. We decided that we should start combating pollution with the most conspicuous sector – visual pollution."








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