CDoupbles :: Sweetshirt

Veronika Tzekova/ Sweetshirt (“My Boss Is Turkish”)

various advertisement media, 2002-2005
Veronika Tzekova, CDoupbles, 2013- ongoing

The Sweetshirt confronts stereotypes related to nationality, origin and religion and in particular related to the use of the word “Turkish”, inspired by its heavily loaded with social, historical and political meanings in a country like Bulgaria, Germany, Greece, etc. The aim of the project is by using various means of presentation and action, the social and mass media structures, for advertising the sentence “My Boss Is Turkish” to raise emotions and send messages that re-energize personal, social, political and historical issues.

Feelings about the messages, which the project communicates, were sometimes impulsively influenced by the “local climate” they were born, and this causes quite interesting geographical fragmentation of the opinions. The Sweetshirt invites multiple, may be even contradictory readings and at the same time takes no position and thus allows them to coexist and complete each other leaving space for dialogue.