FRAGMENTS BY DAITUMN FOUNDATION Daitumn foundation prepared a project that took place parallel to the exhibition preparations. The aim of this project was to raise awareness of Daitumn foundation and its upcoming exhibition entitled “Farewell Industrial Dogma” in Cyprus. To begin with, this project has a unique mode of communicating its target message. The main intention of the advertising was to raise awareness for Daitumn Foundation to the public of Cyprus by using guerrilla advertising. Guerrilla advertising, is a medium that uses unconventional ways for advertising as it is used outdoors in public spaces and can have a great impact on the public. It is an imaginative, creative, challenging and original mode of transmitting a message that enriches the cultural domain by providing it with conceptual substance, instead of just compromising with big banners and posters with a typical advertising slogan. Moreover, in its technical aspect, the advertising took the form of an art installation that consisted of seven rectangular boxes that were “dressed” in a way to refer to the submitted design pieces for the upcomic exhibition. Each box has its own theme according to the concept of the design piece. It provides indications of the work, for example the materials used, without revealing the piece. Only six pieces have been chosen for this project that was displayed at the busiest and most central street of Limassol. Finally, the project was done in order to familiarize the public with the designs so that the pieces will be more recognizable on the opening of the “Farewell Industrial Dogma” exhibition and therefore more interesting for the public.