A total of 20
young artists recently embarked on a five-day exhibition in four centres in
Lagos with the theme Transform Today. The four centres were
Shoprite Ikeja, Victory Park-Festac, Town,Tafawa Balewa Square (TBS), Tinubu
Square and Herbert Macaulay Pedestrian Bridge, Yaba respectively.
The launch of
Absolut Vodka's new global brand, Transform Today in Nigeria, is a synergy
between the brand and the art industry in Nigeria.
The exhibition
was sponsored by Swedish leading Vodka brand, Absolut, which proved that the
creative and transformative power of art can change the world positively.
The artworks
from the four centres became an unequivocal blend of hope that inspired and
transformed Lagosians and made them more creative.
Brand Manager,
Absolut Vodka, Akintayo Akinseloyin said “ We have a strong need for this brand
to start speaking with one voice on what Absolut believes in. The 20 artists
were drawn from visual arts to digital media. We looked at a number of entries
from the artists in different parts of Lagos before arriving at the final 20.”
"We
looked for artists with cutting-edge, emerging artists and not necessarily the
most well-known ones but the ones that really are shaping the future and are
truly transformative in what they're doing," said Ibe Ananaba, a notable
mixed media artist.
A visit to the
four centres in Lagos, showed the artists seriously engaged in the creative
process of conception, creation, completion and celebration in the spirit of
Absolut.
The Transform
Today line was hiding in plain sight. "We were trying to get to the nexus
of what makes this brand singular,we found it was the idea of transformation—of
the raw ingredients into this fantastic vodka, but also in the world of art.
Absolut is a brand that allows you to become who you want to become".
For the young
creative artists people who are daring to live by their own creativity, they
brought the creative spirit to life in a modern way, especially during the
painting exercise.
Brand Manager
Absolut Vodka, Akintayo Akinseloyin, "We want to celebrate and inspire
people to go out and create their own future, where all it takes is a passion
and a dream."
The open
canvas campaign rolled out with an extensive body of work spanning and
documenting twenty artist's passion and drive, an array of brand and product
print executions and a refreshed Absolut brand.
Absolut, as a
brand is a creative idea which inspire the ideas of the artistes and make them
accomplish their goal.
"The
creatively interactive event has offered us as participants the opportunity to
explore our own creative potential through a variety of media, enabling us to
realize our own ability to create the future," artists say.
According to
Absolut, Transform Today continues the brand's history of "pushing the
boundaries of contemporary culture to connect with the passions of a new
generation."
The brand has
been working with artists for 30 years, starting with Andy Warhol.
"Our
intention is an elevated debate and we are convinced that when you want to
build strong brands, you need to have a higher purpose. That's what we're
aiming with with Transform Today," said Akinseloyin.
At the Tinubu
Square, They took an iconic brand and blended it into the wallpaper. Nothing
about this stands out except for the fifth shot which is an absolute bottle
actually on a wall.
Absolut, aims
to connect with the creative spirit in everyone and to inspire artistic
transformation around the world.
"From a
consumer perspective, it starts from a shared belief we have with consumers
that the future is actually not set in stone, not a given, but we have the
power as individuals to transform not only ourselves into more creative
persons, but to transform society at large,". Said Akinseloyin.
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