The arty types at Sydney’s Glue Society have collaborated with quirky spirits brand 42 Below Vodka to create a new global and deliberately unbranded campaign.
A series of anonymous white boiler suited figures have been filmed constructing guerilla art installations, wrapping a row of parked cars in Christmas paper, climbing a mountain with plastic chairs and laying them together to form an arc and laying rows of life-size sex dolls on towels on Bronte beach, Sydney. The figures will be creating sculptures and installations across Australia and New Zealand with more events and actions planned for 2009 in other locations. The stunts themselves have been generating coverage locally, with the films picking up views online.
The first creation made front page news when a UFO constructed entirely from milk crates appeared near Queenstown, Otago. The most recent creation was a series of carpet tiles combined to create a pixilated image to be viewed from the top of Auckland’s Sky Tower. Watch the films here, produced by @radical.media, Sydney, complete with music from some great bands chosen for their uncommercial leanings, such as Four Tet and Battles: www.vimeo.com/videos/search:glue%20society
42 Below is renowned for its quirky advertising and promotions, having previously hosted the Cocktail World Cup, which combines cocktail mixing with extreme sports for a taste. The art films all end with the ‘Because We Can’ tagline, tying in well with the New Zealand brand’s irreverent attitude.
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Posted by: Loïc LAMY
Posted on: levidepoches.fr/contagiousideas
Source: contagious
