Global Courant
Brand studio for Fernet Branca
Art is a catalyst for all types of expression. For example, images can be used to communicate thoughts, ideas and feelings. It subtly reaches spaces of the unconscious, penetrates the senses and advances to give life and light to reality.
Through art, it is a privilege to have the opportunity to share a unique and special perspective with the world. Fernet Branca makes it possible with a new edition of Arte Único, the most important art and design competition in Latin America.
Paul Sende, one of the participating artists, with his work “A million analog gifs”
This year, the central axis is to shape the future based on diversity. An invitation to artists from the region to express their vision in various works that will compete for prizes worth a total of 6 million pesos.
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A new edition of Latin America’s most important art and design competition.
“How do you imagine the future of the world with diversity?” It is the premise that guides the 16th edition of the competition. Fernet Branca takes a leading role in the conversation about social issues that are already part of our present.
“It is an opportunity to talk about diversity, which today represents a cross-sectional axis. Developing a truly open view of diversity implies a very positive influence in shaping our future,” said Carolina del Hoyo, regional marketing director of Fratelli Branca, in an interview with Brand Studio.
Carolina del Hoyo, regional marketing manager of Fratelli Branca
The presentation event was moderated by Diego Leuco and Mica Vázquez. On a stage in the middle of the room, they shared all the details of the competition and gave the floor to artists who showed their work in various locations.
The same axis, different proposals
During the event, visitors were able to see four artists express the concept of imagining a diverse future in their works. With different ideas, inspiring motifs and materials, each of them showed their own form of artistic expression.
In a corner of the place was the installation “Nocturna” by Estudio Ricas: a piece created from a perspective in which diversity arises through the use of materials of all kinds, combined into a common work. The theme is also present in the sky and stars, as a transition to the infinite universe, a dimension of unlimited possibilities.
Fernet Branca’s relationship with art goes back to the brand’s origins
“Mutant” was another installation directed by Flor Pernicone. The work expresses a future in which identity is understood as a fluid and diverse spectrum. A space full of reflections invited us to think about freedom and the ability to explore infinite forms. The idea was to talk about self-discovery and continuous change, while the silver colors of the work reference the future and technology.
Another spot featured “Open Fence” by Kami Koni. A green space that invites you to think about nature, a livable and interactive installation. With the idea of breaking through the fence of prejudice and making way for the transformation into a new work. It’s also about upgrading the garden and moving the pieces to give it a new look. “I was inspired by a garden where the fences were destroyed and a monstrous flower grew that we could intervene on. And also in the appearance of new flowers,” commented the artist during the event.
Visitors and guests like “El Purre” had the opportunity to admire the artistic installations on site.
Finally, “A million analog gifs” by Paul Sende captured the diversity of the countless approaches to the work, from colors to optical illusions. A call to change perspective to appreciate movement and shapes. “The installation invites us to be agents in motion that create dynamism,” explained the artist.
Fernet Branca and art: a relationship with history
“The relationship between Fernet Branca and art dates back to the birth of the brand since 1800. The first advertisements were made by great artists,” commented Carolina Del Hoyo. “Artistic expression enables the expression of deep human concerns, which is why these actions are fruitful in enabling conversations about sensitive topics.” We want to make Arte Único a space that promotes reflection and creativity, strengthens diversity of voices and builds bridges in our society” , he added.
Celebrities and influencers such as Julián Perez Regio and Mr. Mike were present
During the event, the regional marketing director introduced Melanie Tobal from Advertising.org, an NGO that promotes diversity and gender perspectives in advertising. “Diversity has to do with differences, variety and different things. It is not only in the future, but also in the present,” he said at the beginning of the lecture.
He then explained that there are different types of diversity, such as the diversity of ecosystems, environments, geographies and species. Among animals, we are humans who have different diversity: ethnic, cultural, religious, beliefs, skin color, body, function, generation, gender, sexual orientation or gender identity.
“There’s a lot more, and that’s why we talk about diversity,” he said. Melanie emphasized that art emerges from this diversity. “That’s where the inspiration comes from. We have perspectives, different ways of seeing the world that come from the life experiences we have had. When we embrace diversity, it helps us imagine a future, shape it and nourish our works,” he said. And he added: “Innovation means creating something new, and diversity drives innovation.” “Art helps us create new worlds.”
Melanie Tobal from Advertising.org explained that there are different types of diversity
Deadlines and conditions of participation
The “Unique Art” call is open for two months from September 14th to artists from Argentina, Chile, Uruguay, Paraguay and Bolivia. Both professionals and amateurs, as well as those who are interested in it for the first time, can take part.
This edition includes new features related to the categories, as two more have been added to Legado Branca, which requires a poster containing graphic elements of the brand. The new features are: Future Expression and Art in Movement. On the one hand, a poster must be presented that does not contain any elements of the brand. The second variant requires an animated digital video, which also cannot contain any images of the brand.
Arte Único promotes reflection, creativity and the plurality of voices
The three categories have as their axis the same question: “How do you imagine the future of the world with diversity?” To enter the competition you must participate arteunico.com.ar and upload the works. They are then evaluated by an artist jury with members from all participating countries. It consists of Hernán Berdichevsky and Enrique Longinotti (ARG), Melissa Cronenbold (BOL), Javiera Ortega (CHI), Leda Sostoa (PAR) and Diego Prestes (UY).
“I think life is short to be afraid. You don’t have to worry about things not going the way you want them to. The only way is to do it,” Berdichevsky said in advice to those who want to take part in this initiative.
The selection is based on the originality and commitment of the works. First place receives $1,500,000; the second $1,000,000 and the third $800,000 in the Future Expression category. Whoever comes first in the “Art in Motion” category will win $1,500,000. Finally, he or the winner of “Legado Branca” will receive $1,200,000 in prize money.
The invitation to think about diversity and capture it in a work of art is open. It’s just about having the courage to create and think about a possible future.
