ARTISTS INVITED TO TRANSFORM THE CITY

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Under the global brand ethos, Transform Today, Absolut South Africa is launching an artist residency programme called The Residence, which sees five multi-disciplinary creatives working collaboratively and independently to bring about meaningful change to the Johannesburg CBD.

“This is an artist residency unlike any other – because the participants will be from a variety of creative disciplines. We’re accepting entries from street artists to architects, industrial designers to visionary entrepreneurs,” says Shirley Mabiletja, Absolut Brand Manager. “They will apply their collective creative talents to solve real problems and challenges within the CBD.”

Creativity has the power to affect meaningful change and the Johannesburg CBD is a perfect example of this. It’s a fascinating story of urban renewal that’s been attracting people back into the city for the past several years, and The Residence creatives will be able to add their collective voice to this incredible South African story. “The Residence by Absolut champions the cultural impact of contemporary art and tangible transformation. Through this programme we’re empowering some of SA’s freshest creatives to solve real inner-city challenges in innovative and inspiring ways,” explains Ryan McManus, Executive Creative Director of NATIVE VML, Absolut’s digital agency.

For two weeks in May, the artists will live together in a fully serviced apartment located in the Maboneng Precinct, immersing themselves in the environment so they can fully understand and appreciate the challenges at hand. The entire process will be documented, a blog will host artist profiles with intimate videos that introduce the creators, ideas that inspire them, and the goals of their work. At the same time the online platforms also allow collaboration with the brand’s online community. “The Absolut community will be part of the decision-making process, with the creatives engaging with and seeking inspiration from the audience,” says McManus.

If you approach challenges in your field with unrivalled creativity and if you would like to leave an indelible impact on one of Africa’s most exciting cities, send your profile and portfolio to absolutblackbox@pernod-ricard.com. Entries close 07 March 2014.

“Continuing the brand’s history of championing the cultural impact of contemporary art, Absolut sought out collaborators with daring spirits and a dedication to continuously transform the possibilities of personal expression. The collaborating artists craft their work by changing things, breaking things, challenging conventions and recreating themselves in order to become something more”, said Mabiletja.

With the campaign, Absolut continues its long history of pushing the boundaries of contemporary culture to connect with the passions of a generation.

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