NEW ARTISTIC CAMPAIGN SHOT BY CHINESE ARTIST LI WEI UNVEILED AT PARIS PHOTO10/30/2015
The Group will present “Vision”, a collaboration with Chinese photographer Li Wei, at Paris Photo the international fine art photography fair.
Every year, Pernod Ricard has asked artists to illustrate its annual report. For the last 6 years, the Group has been associating with world renowned photographers: Marcos Lopez, Denis Rouvre, Eugenio Recuenco, Olaf Breuning, Vee Speers…. Pernod Ricard gave all these talented photographers “carte blanche”. One constraint: take the Group’s employees as models.
As Pernod Ricard celebrates its 40th anniversary, Chinese photographer Li Wei, known for his aerial performances, chose to make 40 employees of the Group “fly” above some of its most emblematic historical sites.
“ It does not matter whether you work in a vineyard, on a bottling line, or in the marketing department. What matters is conviviality, the desire to be together, which then becomes the driving force of creativity ” Li Wei
France, Scotland, Spain, Sweden or Ireland became the stage of a campaign lived as a collective artistic adventure. “It does not matter whether you work in a vineyard, on a bottling line, in the accounting or marketing department, far away from the art scene. What matters is conviviality, the desire to be together, which then becomes the driving force of creativity”, explained Li Wei after the campaign.
For the first time, Pernod Ricard and Li Wei will exhibit the result of this photo campaign called “Vision” at the Paris Photo art fair from 11 to 15 November 2015 at the Grand Palais.
Artistic Campaign making-off here.