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Think different: why not?

The expression “Why not?” is at the basis of every innovation that has allowed the evolution of the human species and of it’s living conditions. 

If we own a toaster at home we owe it to someone who, evaluating the project, expressed themselves with  a “Why not?”, and then realised it. 

The same fact of living in a house and not in a cave is due to the same query.

Similarly we owe it to this rhetorical question if today we have electricity, Coca Cola, organ transplants, underwear, space explorations, pyramids, chicken curry. 

 "Why not?" is an answer disguised as a question, which the artist has evolved into a programmatic manifesto, into a declaration of readiness for innovation, research, experimentation, adventure, challenge. 

It's an expression that anticipates the contemporary 'Think different' concept by decades, perhaps centuries. 

Through his interpretation as a graphic artist, "Why not?" has turned into an invitation to open a door and look at what lies beyond what we already know.

It's an exhortation to go further, to overcome prejudices, conventions, customs, it's a cry of rebellion against the slavery of the ordinary.

Using his very special graphic and typographic language, the artist has created a series of graphic artworks that, starting with "Why not?", have been extended to many other languages: "Pourquoi pas?", "Warum nicht?", "Waroom niet?", "Porque no?", "Zašto ne?", "Miksi ei?" and so on, for a total of 42 languages and as many artworks, each with its own particular original design. 

Every graphic expression ignores the traditional iconographies that characterise every nation and is created in absolute freedom, even in the original typography choices, in agreement with the idea itself that is the basis for this project. 

That's because, like french fries and pizza, the question "Why not?" is spread all over the world, it's since ever a common incentive to progress for all people and all ages.

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