Absolut collaborates with various Indian artists for the campaign ‘Absolut Creative Commune’
Absolut has unveiled a new campaign – Absolut Creative Commune – with the aim of championing an open and harmonious world and creating positive change through art. As part of the campaign, the artists will highlight the values of gender equality, global unity, freedom of expression, sustainability and the LGBTQIA+ community.
These artists uphold the ideology of an open world with a commitment to creating a wave of change and unifying diverse identities through their artwork, weaving together brand ethics and values as well as the campaign.” Born Colourless”.
The artists have woven their works with beliefs that they strongly defend, beliefs of 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. Known under his stage name, 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.
A community of cis and transgender women 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 five beliefs using the Absolut silhouette.
Aspiring artists will have the opportunity to collaborate with one of the Absolut Creative Commune artists and design a work of art.
The initiative will include a talk by artist Osheen Siva on “Achieving fearlessness for women through the power of art”. She will address the public via Absolut’s Instagram account on January 27, followed by an Aravani Art Project workshop around “art and identity” on the same platform on February 5.
With Absolut Creative Commune, the brand aims to launch a movement to “Create better together” and to spark targeted dialogues in society.
Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said: “Absolut has always been a pioneer in leading with determination and creating 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.
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.
Tarqeeb said: “For Absolut Creative Commune, my intention was to get people thinking about the meaning of sustainability and how crucial it is for our society to give 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.
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.
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. »
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.