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Pernod Ricard: launch of the new photo campaign for the 2012-2013 Annual Report at the Centre Pompidou


18 employees create a fresco supervised by the artist Olaf Breuning

Olaf Breuning

Press release - Paris, 12 July 2013

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The Swiss visual artist and photographer Olaf Breuning, selected for the new photo campaign for the Pernod Ricard 2012-2013 Annual Report, invited 18 Group employees in a private space at the Centre Pompidou from 11 to 13 July to create a collective artistic series.  Influenced by the surrealists and pop culture, Olaf Breuning plays on the hybridisation and mixing of styles. Photography, painting and performance art are the disciplines that he has chosen to lead this experiment of “co-creation”, the theme of the next Annual Report. The final work will arise out of this collective interaction between the artist and novices, who are all employees of Pernod Ricard, drawn from every department and every subsidiary.

Olaf Breuning explains, "Artistic creation is frequently the result of a confrontation or an encounter … It is this creative development that I wanted to reflect within a Group whose signature is sharing and conviviality. The challenge is to bring together these individuals, whom I am meeting for the first time, and then confront them with my world. They have no idea of what the final work will be: like an artistic exquisite corpse, they make their personal contribution but I am the only one who knows where we are going together."

The concept of "co-creation" is at the very core of Pernod Ricard’s DNA, a synonym for innovation and sharing. The Group’s signature "Créateurs de convivialité" promotes it. All of the Group’s brands are developing artistic collaborations with designers, DJs, artists, architects and many other talents. It is from these encounters that most new products, limited editions and advertising campaigns are born.

Pernod Ricard’s commitment to contemporary art, passed down by Paul Ricard, forms an integral part of the company’s philanthropic strategy. The Group is committed to sharing and promoting creation in all its forms: the links with the Georges Pompidou Centre go back as far as 1997, making it one of the Centre’s historic sponsors. For the past 35 years, Pernod Ricard has commissioned a work by a contemporary artist to illustrate the cover of its Annual report. This approach is now focused on contemporary photography, whereby a renowned photographer is given “free rein” to produce portraits of employees, the most important ambassadors of the company’s values. Marcos Lopez initiated this change in direction in 2010, followed by Denis Rouvre and Eugénio Recuenco.

The 18 employees participating in the Olaf Breuning experiment are: Sabine Sheehan from Irish Distillers, Joao Rozario from The Absolut Company, Varna Cremata from Havana Club International, Kevin Balmforth from Chivas Brothers Limited, Rebekah Richardson from Premium Wine Brands, Guillaume Dumont from Martell Mumm Perrier-Jouët, Flavie Bromet from Pernod SA, Claudia Mania from Ricard SA, Prathmesh Mishra from Pernod Ricard India, Karina Perez from Pernod Ricard Mexico, Angel Jeri from Pernod Ricard Peru, Casey Mackay from Corby Distilleries Limited, Chris Manley from Pernod Ricard Travel Retail Europe, Andor Nagy from Pernod Ricard Hungary, Frédéric André from Pernod Ricard Holding, Mikiyo Maki from Pernod Ricard Japan, Chris Song from Pernod Ricard China and Tamara Kumbey from Pernod Ricard Sub-Saharan Africa.

About Pernod Ricard

Pernod Ricard is the world’s co-leader in wines and spirits with consolidated sales of € 8,215 million in 2011/12. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin & Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: ABSOLUT Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Kahlúa and Malibu liqueurs, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate (formerly Montana), Campo Viejo and Graffigna wines. Pernod Ricard employs a workforce of nearly 18 800 people and operates through a decentralised organisation, with 6 “Brand Companies” and 75 “Market Companies” established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics.
Pernod Ricard is listed on the NYSE Euronext exchange (Ticker: RI; ISIN code: FR0000120693) and is a member of the CAC 40 index.


     Sylvie MACHENAUD / Director External Communications
    Tel: +33 (0)1 41 00 42 74

     Carina ALFONSO MARTIN / Press Relations Manager
    Tel: +33 (0)1 41 00 43 42

Tags related to the news: Sharing of cultures Creators Decentralization

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