La Passió d’Esparreguera: pasión por la publicidad

Sorpresas. El mundo de la comunicación museística y patrimonial tiene el depósito lleno de sorpresas.

Muchos tenemos la tendencia a pensar que un museo de arte contemporáneo tendrá unos planteamientos comunicativos más avanzados que uno de arte «pre-contemporáneo». O que un museo de arte hará cosas más creativas que uno que explica la vida rural. Sorpresa, no siempre es así. Solo hay que mirar lo que hacen, por ejemplo, el Museo de Bellas Artes de Bilbao y el Museu de la Vida Rural de L’Espluga de Francolí (Tarragona).  

Algo parecido pasa con algunas manifestaciones culturales. A priori, podemos caer en la tentación de pensar que un festival de música electrónica planteará una publicidad rompedora, mientras un espectáculo teatral de raíces medievales será todo lo contrario. Sorpresa, no siempre es así.

En un pueblo de la provincia de Barcelona, Esparreguera, vienen demostrándolo desde  principios del siglo XXI. Para publicitar su famoso espectáculo de teatro religioso, La Pasión, cada año (desde el 2000) vienen editando carteles que demuestran que las cosas se pueden plantear creativamente.

Miradas_desde_la_copa

Aquí va alguno de los carteles, siguiendo una muy personal selección para presentar aquellos que me parecen más interesantes.

Miradas_desde_la_copa

Miradas_desde_la_copa

    la-passio-desparreguera-04

 Miradas_desde_la_copa

Sin duda, uno de los más rompedores, el más sorprendente de todos ellos, es el diseñado por el inclasificable fotógrafo Joan Fontcuberta para el cartel del 2007:

Miradas_desde_la_copa

Un cartel que hubiese podido superar al de Fontcuberta no se llegó a editar, optándose finalmente por el del cordero que ya se ha visto.

Miradas_desde_la_copa

Miradas_desde_la_copa

[Imágenes: La Passió d'Esparreguera]

Una verdadera lástima, pues siendo interesante la opción por la que finalmente se optó el año 2005, el descartado, muy caravaggiesco él, es uno de los más potentes visualmente.

Hacía años que quería asistir a alguna representación de La Pasión. Este 2013 ha sido el año. Entre las diferentes opciones no hubo dudas: la de Esparreguera. Ya podéis deducir el motivo.  

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