[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=xRBk0l2_NYk[/youtube]
Great art takes blood, sweat and tears. To promote their 2014 Art Competition, Absa L’Atelier have taken this maxim quite literally to create a new range of limited edition paints. What makes them different is that they contain the real blood, sweat and tears of renowned artists Willem Boshoff, Diane Victor and Bambo Sibiya.
The prestigious Absa L’Atelier Art Competition is for young artists aged 21 to 35. In order to win, the artist needs to have put the necessary hard work into the art piece – which is exactly what this campaign communicates. Great art isn’t just something that happens, and the range of paints does well to illustrate just how much hard work it actually takes.
The necessary samples were collected from the artists with the help of Lancet Laboratories, who rendered them non-infectious. Using these samples, Zellen Art Products created the primary colours. The paints were created to drive people to enter the competition and will be available in selected art stores. All of the proceeds will go to Assemblage – a non-profit organisation for artists.
Entries for the 2014 Absa L’Atelier Art Competition open on the 2nd of January, but Absa has launched an online form so that those interested can submit their details to receive competition updates.
Absa | Lauren Smith and Dr. Paul Bayliss
The Jupiter Drawing Room JHB | Campaign concept, roll out, direct mailer and films
Base 2 | Digital
Social PR | The Jupiter Drawing Room CT
PR | Taryn Fritz PR
Mortimer Harvey | Direct mail letter and distribution
The entire process was documented by Louis Minnaar from whatwewant, who created a series of videos which highlight the individual artists’ stories as well as the making of the paint.
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=Hi877oBqTr4[/youtube]
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=xPmI4fIH8nw[/youtube]
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=DJ8JQpAkGJw[/youtube]