Artists Khyati Trehan, Osheen Siva, Aravani Art Project, Tarqeeb and Daku Share Their Interpretation of Culturally Relevant Brand Beliefs Through Art to champion an open and harmonious world and create positive change through art. In a world where societies are fragmented, Absolut Creative Commune will act as a catalyst to generate positive change, stimulate conversations and engage with large audiences in creative, unexpected and meaningful ways. As part of the campaign, artists will creatively exhibit their iteration of culturally relevant beliefs such as gender equality, global unity, freedom of expression, sustainability and inclusiveness, in line with the ethics from Absolute.
The artists of Absolut Creative Commune represent an Absolut world – a world without prejudice – with a commitment to create a wave of change through their works of art. The campaign highlights the philosophy and values of the brand as well as the “Born Colourless” campaign.
The artists who are the mainstays of the campaign have intricately woven their works with beliefs that they strongly uphold, beliefs that Absolut as a famous brand. Khyati Trehan, graphic designer by day and 3D visual artist by night, has created a virtual kinetic installation highlighting the idea that we are all human despite our differences. With his digital artwork for Absolut Creative Commune, Tarqueeb, who is a visual artist, expressed the synergy between nature and the modern world, and how they can co-exist. A multidisciplinary artist, Osheen Siva has created a lively work of art celebrating the solidarity between women from various spheres of life. Daku, who experiments with the dimensions of time and space, curated a shadowy time lapse of a 3D sculpture made of typography that embraces freedom of expression as well as the complexity and diversity of the world in which we live. raising awareness through public art projects, Aravani Art Project’s mural for Absolut Creative Commune depicts a world that is more empathetic and open to the LGBTQIA+ community.
Through this campaign and an open competition, Absolut will encourage budding artists to come together and share their interpretation of one of the 5 beliefs using Absolut’s iconic silhouette. Aspiring artists will have the opportunity to collaborate with one of the Absolut Creative Commune artists and design a work of art. Creating a holistic experience, the initiative will include a powerful lecture by artist Osheen Siva on “Achieving fearlessness for women through the power of art”. She will speak to the public via Absolut’s Instagram account on January 27, 22, followed by an Aravani Art Project workshop around “art and identity” on the same platform on February 5, 22.
With Absolut Creative Commune, the brand plans to trigger a movement to “Create better together” and to stimulate targeted dialogue in society.
Commenting on the launch of Absolut Creative Commune, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said: “Absolut has always been at the forefront to lead with determination and create a wave of positive change. With digital platforms acting as a window of connection today, Absolut Creative Commune harnesses the power of virtual public space that enables an immersive and accessible experience. Artists and their artwork are the voice of Absolut Creative Commune and together we will bring campaign ethics to the fore, connecting with young people who will be crusaders for change. Commenting on the launch of Absolut Creative Commune, Khyati Trehan said, “Working with Absolut Creative Commune challenged me to imagine a colorless world and reverse its meaning; from colorless meaning devoid of color, to being inclusive while reminding ourselves that we are more in common. In the same vein, my abstract virtual kinetic installation deconstructs the Absolut bottle to celebrate our various layers, while rotating around a common center. Commenting on the launch of Absolut Creative Commune, Tarqeeb said: “For Absolut Creative Commune, my intention was to get people thinking about what sustainability means and how crucial it is for our society to give back to nature. a chance to recover. I had a great time interpreting my subject in the current context of a post-pandemic world. This artwork is my vision of how society will have to adapt and change to preserve our planet for generations to come. Commenting on the launch of Absolut Creative Commune, Aravani Art Project said, “As an art collective working for the transgender and LGBTQIA+ community by creating awareness and well-being through art, awareness and social participation , we were delighted to collaborate with Absolut Creative Commune. We created an artwork based on one of the brand values that was close to our own artistic practice celebrating queer friendship and reminding people that all expressions of love are equal and free. Commenting on the launch of Absolut Creative Commune, Osheen Siva said, “Collaborating with Absolut Creative Commune was inspired by the need for equal rights and representation. He reflects on the need for equality for all genders, so that our society is inclusive and progressive. I was happy to work on this project because it touches on causes close to my heart – like solidarity, feminism and unity. Commenting on the launch of Absolut Creative Commune, Daku said, “My work for Absolut Creative Commune is an amalgamation of different scripts from all parts of India. It’s beautiful to see how these cultures are connected and intertwined that celebrate “freedom of expression”. When light falls on the sculpture, it creates shadows that overlap and separate to create shapes, just like people and their culture. Please click https://drive.google.com/file/d/19t8T6snqTSKDeedwTsDxKOF2vjBvtK3E/view?usp=sharing to view the campaign film.
To view the campaign film on Instagram, please click on https://www.instagram.com/p/CYqtIEktIty/ To view the image, click on the link below: Absolut Creative Commune PWR PWR
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