The illy sustainArt Award, of illycaffè, has come to Brazil. As proof of the importance of the Brazilian market for the company, the name of the country will be a part of the award title. The Brazilian version will be held during the eighth edition of SP Arte—which takes place between May 10 and 13, in the Pavilhão da Bienal de São Paulo. The project is part of one of the major initiatives of the company in its intimate relationship with the arts.
culture
While the Stella Artois lager brand is celebrating cinema spirit with its promotional initiatives ahead of the Cannes Film Festival, Grolsch has stepped into the art-house filmmaking world with its Grolsch Film Works production platform, doing its part in supporting independent movies. The Dutch beer brand, which launched the platform back in April 2011, last fall announced that a new film, which was to merge creative visions of three directors (from Russia, Poland and the USA) went under production. The new experimental film titled ‘The Fourth Dimension,’ funded by Grolsch and created in partnership with Vice Films, finally premiered last weekend at the San Francisco International Film Festival.
Refined alcohol drinks gave been always serving as channels for creativity to flow along to bright minds, and the international cognac and champagne brands never miss an opportunity to remind this through their projects and campaigns. Shortly after Hennessey revealed its ‘What’s Your Wild Rabbit’ marketing initiative, which celebrates people who like to explore new horizons, the Rémy Martin cognac brand has launched a new cultural project Maison Rémy Martin FUTUR HERITAGE, which opens a door into the what tomorrow will bring us in the world of design.
Diet Coke is launching a new set of bottles inspired by Jean Paul Gaultier’s iconic creations. Earlier this spring, the soft drinks brand announced partnership with its new creative director, the world famous fashion designer Jean Paul Gaultier, who developed new chick Diet Coke bottle designs based on his iconic models and fronted the whole campaign. Following the launch of a series of adverts, in which the designer appeared as a shrink, paparazzi and a private detective, a new round of campaign has been revealed. Now the brand presents new bottles, and one of them is ‘dressed’ in Madonna’s iconic outfits, devised by Gaultier.
The beer brand Beck’s, which has been supporting independent creative talents for decades and has launched a number of initiatives dedicated to art, is going to present a new set of artistic bottles on the U.S. market in a month. The new limited-edition bottles, which are arriving in stores in early May, will features the works by American artists and will come as an addition to the great Art Label collection, which celebrated its 25th anniversary last year.
Nokia has launched its Windows-based Lumia 900 smartphone in the USA with a striking installation on Times Square creating one of the biggest LED displays on its buildings. The international superstar Nicki Minaj helped the company to celebrate the event with a live performance. Last fall, the company introduced Lumia 800 to the UK public with a similar visual performance by deadmau5.