Dave Buonaguidi has found himself in a creative feud against estate agents Savills and its creative agency Isobel after claiming they 'reimagined' his artwork in a print campaign. However, no legal action will be taken and Buonaguidi is trying to see the funny side, seeking only a Nando's voucher in compensation.
The former CP&B chief creative officer and Karmarama founder's artwork focuses on screenprinting phrases and words onto maps, which he recently exhibited at an East London gallery. He alleges that Savills ran an ad in the Financial Times magazine on Sunday 17 September which bore a remarkable resemblance to his prints.
He told The Drum when he saw the similarities (above) that he "cracked up laughing" branding it a "straight rip-off."
"When I started looking at it more deeply I thought this is interesting, if it was another artist who hadn't worked in the ad industry they could have got away with it," he said.
He originally assumed the work came from an in-house department at Savills, however it was produced by Isobel, the company's creative agency.
A spokesperson for Isobel palmed away the accusation and shared an image packed with multiple activations of the print on map artworks that have been executed before Buonaguidi's foray into the hobby.
"At Isobel we are the first to protect artists rights. We don’t rip off ideas and always seek permission when it is needed. The international campaign we created uses type over maps, the very stuff of travel journalism and promotion for decades," a spokesperson said.
"If in doubt one quick look online by anyone will throw up multiple examples of this approach by many different people in a huge variety of contexts."
After speaking to a friend "who happens to be a copyright lawyer" Buonaguidi admitted that legally he "hasn't got a leg to stand on" largely down to the changes in the text and the lack of ownership on the idea.
Seeking his own recompense, Buonaguidi has instead been "banging out" less-than-flattering creative for Savills on Instagram, including creative featuring prolific sexual abuser Jimmy Savile.
As part of an amicable agreement, he has asked for a Nando's voucher for ten and the sale of one of his prints.
He concluded: "It is very flattering. All very amusing. Not a problem, no bitterness, I don’t mind missing out on the money, you’ve made a mistake, cover your arse and buy me a Nandos."
Below is some of the work he shared over the last few days.
I feel very flattered that the team @savills and @isobelcreative deem my crappy screenprints an inspiration for their ad campaigns. But there are some much more talented artists out there that you could 'be inspired' by. Peter Blake for example. He is one of my faves. I've put this together for you as inspiration. There are thousands of other great artists too so I think this shows that your campaign has 'legs'.
A post shared by Dave Buonaguidi (@realhackneydave) on
This could work too. It's emotional, and emotional ads always work. For your records @savills @isobelcreative It's by Roy the boy. I've changed the words for you. He won't complain, he's dead. When you order the @Nando's I like mine lemon and herb. Cheers.
A post shared by Dave Buonaguidi (@realhackneydave) on
Happy lunchtime @isobelcreative got another for you...up to you if you want to use it. Hmmm @nandosuk
A post shared by Dave Buonaguidi (@realhackneydave) on
I like graffiti. If done well. I remember years ago I was sitting in my car watching a couple of little herberts spraying their shit tags on a wall. This bloke in a suit pitched up and said "oi give us a go!" He grabbed the spray can and then grabbed one of the kids and sprayed him right in the mouth for about 5 seconds. It was brilliant, I laughed so hard I did a two inch poop. Anyway. Graffiti. Banksy. He's fresh. He's 'now'. He's 'cool'. And even though most millennials will never be able to afford a bedsit in shoreditch, this sort of idea could appeal to them. It's there if you want it @savills and @isobelcreative I'm here to help. Also I have almost everyone I need for the meal @Nando's how do you want to do this, I pay, and you reimburse me? @mdentonesq is going for extra hot. He's a mentalist!
A post shared by Dave Buonaguidi (@realhackneydave) on
I like David Hockney. He is good at art. An inspiration. Dear @isobelcreative and @savills this is another idea you could use courtesy of @cognitivemedia - I'm sure he won't mind you using his work, he lives in LA and he hates Nando's @nandos
A post shared by Dave Buonaguidi (@realhackneydave) on
They're coming thick and fast now! Worrying thing is we've presented more ads in the last three days than @isobelcreative have in three years! Anyway. I like this. It's by @cognitivemedia and also some bloke called Lowry. But as you know, he's only an artist struggling to make a living. Sod him! Anyway. His work is a bit melancholic. But I think this message illustrates progress, and 'hope'. Lowry is dead. It's yours if you want it. I might have a Coke at the lunch. Is that ok?
A post shared by Dave Buonaguidi (@realhackneydave) on
Hello again @savills and @isobelcreative business to business or B2B as we in the trade call it is very important and sometimes sadly neglected by agencies. Here's a great "reworking' 'reimagining' if you will, of a nice painting by somebody dead. This was submitted by @d_for_dorcia but originally it was done by An artist. Whatever. Anyway. It's powerful and memorable. And depicts a place where you eat food. Which is something else I need to talk to you guys about... Call me babe...text...whatevs
A post shared by Dave Buonaguidi (@realhackneydave) on
The estate agent business is very cut throat. Could you use this technique of 'reimagining' other people's work to be a bit cheeky and competitive? E.g. What I'm saying here is that you @savills You are the best. Foxtons are not as good as you. @isobelcreative just let me know and I can send you the artwork.
A post shared by Dave Buonaguidi (@realhackneydave) on
Oh. When I was sent this by @katestrup I cried like a baby. I suddenly realised I had a connection with the great Vincent Van Gogh. He was rejected as an artist and in fact only ever sold one painting while he was alive. To a friend who felt sorry for him. I am also being abused as an artist by large corporations. I cannot stop crying. I've been in a very Fargo place for a while now and been trying to cut my ear off with a bread knife. But god it hurts! So I might not do that. Anyway. What I like about the headline here is it tells a real story. And stories are so powerful right now. Stories are trending, basically. What a story. Van Gogh. Bedsits. Art. Estate agents. Ad agencies. It's so depressing it's beautiful.
Buonaguidi left the role of chief creative officer at CP&B earlier this year, He recently spoke to The Drum about his hiatus from the industry and how much he hated working at his own agency, Karmarama.
