60 billboards and 450 light-boxes in the bus shelters of the central part of riga, capital of latvia, display the work and ideas of a local and international alliance of culture jammers and communication guerrillas.

subvertising session untitled is the first attempt to foster, locally, a critical discourse of consumerism through a large scale project in a public space.

there is still no term in latvian for consumerism, despite the new market's openness to global capitalism, and the branding of mainstream life styles, already now for a decade in latvia. meanwhile, the mechanisms of public control have been successfully transformed into marketing strategies, to become an invisible ingredient of consumer commodities. the urge to explore these commodities is still interpreted as the long desired opportunity of the free market, and the integration
into global consumer society is thereby all-embracing and at double speed.

the intentions of the campaign are more far-reaching than a rejection of the idea that marketing, and its use of cityscape for advertising purposes, must be passively accepted as a one-way information flow. by introducing the tactics of culture jamming, taking a closer look at brand identities, and the corporations standing behind them, the subvertising session should encourage the consumer to escape the mind-loop of artificially promoted desires, for the sake of conscious action.

carried out as an art intervention campaign, the jamming session is accompanied by a mobile library, film screenings and seminars. to open up the discussion on the shift in the notion of art and its social context, the topics of seminars and debates range from early french situationists to subvertising methodologies and semiotic guerrilla warfare, and from the network culture to the latest anti-capitalist riots.