Steering purpose-led dialogues through their new campaign, artists at the Absolut Creative Commune bring the brand’s ethos to life front and centre
The Absolut Creative Commune is perhaps Absolut’s most inspiring and diversity centric campaign yet. Collaborating with artists like Khyati Trehan, Osheen Siva, Aravani Art Project, Tarqeeb, and Daku, their vision to stimulate meaningful conversations has taken on unexpected artistic shades.
In a world where societies continue to fragment, it’s imperative to stir dialogue that champions positive change. And what better way to do that than through brilliant artistic interpretations? As part of Absolut Creative Commune, the artists will shed light on values of gender equality, global unity, freedom of expression, sustainability and LGBTQIA+ community. All in perfect sync with the ethos of Absolut.
Straying away from the usual token gestures that don’t yield real results, it helps that the artists at the helm truly support the ideology of an open world. With the ‘Born Colourless’ campaign at the fore as well, the artists will exhibit their iteration of an Absolut world through the aforementioned culturally relevant beliefs.
Through this campaign and an open contest, Absolut will encourage aspiring artists to come together and share their interpretation of one of the 5 beliefs using the iconic Absolut silhouette. The budding artists will have the opportunity to collaborate with one of the artists of Absolut Creative Commune, and design an art piece.
Standing strong as the pillars of this campaign, the artists have intricately woven their artworks with their beliefs. For Khyati Trehan, a graphic designer by day and a 3D-visual artist by night, it was about taking the prompt of a colourless world and turning it on its head.
“Working with the Absolut Creative Commune challenged me to imagine a colourless world and turn its meaning on its head; from colourless meaning devoid of colour, to being inclusive of all while reminding us that we are more in common. In that same vein, my abstract virtual kinetic installation deconstructs the Absolut bottle to celebrate our diverse layers, while pivoting around a common centre,” she explains.
Exploring arguably the most urgent topic of them all, Tarqueeb’s digital art piece for Absolut Creative Commune urges people to reflect on true sustainability. A visual artist, he has chosen to express synergy between nature and the modern world, and how they can co-exist. With the onset and ongoing of the COVID-19 pandemic, it’s more important than ever to have a long, hard think on ways to let nature recuperate, and preserve it future generations.
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A multi-disciplinary artist, Osheen Siva has created an animated artwork celebrating solidarity amongst women from diverse spheres of life. Daku, who experiments with dimensions of time and space, has curated a time lapse of the shadow of a 3D sculpture made of typography. His work embraces freedom of expression and the complexity and diversity of the world we live in.
The graffiti artist adds, “When the light falls on the sculpture, it creates shadows that overlap and separate to create forms, just like the people and their culture.”
For Aravani Art Project, a community of cis and transwomen spreading awareness through public art projects, their wall mural for Absolut Creative Commune espouses their principles. The art depicts a world which is more empathetic and open towards the LGBTQIA+ community. In a world that speaks modern yet thinks in black&white, the importance of queer friendships and love as a right for all is a conversation that just isn’t had enough.
There’s also a talk by Osheen Siva entitled ‘Achieving Fearlessness for Women through the Power of Art’ on the cards. On 27th January, flock to Absolut’s Instagram handle for a powerful conversation, followed by a workshop by Aravani Art Project around ‘Art and Identity’ dated 5th February.
Commenting on the launch, Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, says, “Absolut has always been a front-runner in leading with purpose and creating a wave of positive change. With digital platforms acting like a connecting window today, Absolut Creative Commune harnesses the strength of virtual public space that allows for an immersive and accessible experience.”