Absolut relief: brand enlists artists to help ravaged Mexico City community heal after earthquake
The vodka brand worked with Crane.tv and Cult to extend the out-of-home campaign to the hard-hit region of Mexico, and brought together local artist Meteoro, with support from BetaRok75 of Liverpool and Emily Gray of Vancouver. The three created a message of solidarity to the community, inspired by the beauty and strength that Mexicans showed after the earthquake in mid-September.
Meteoro, a world-renowned mural artist who has painted in cities such as Berlin, Barcelona, and Copenhagen, was originally tasked with painting in Mexico City for the original event (which took place in seven cities worldwide with seven artists), but the earthquake struck the community of La Roma-Condesa, the very area he was supposed to create the art in. The people of La Roma-Condesa were left devastated and have spent the time since rebuilding their homes and sense of community.
Beyond these murals, Absolut supported an event to coincide with the unveiling and to celebrate the area by involving local food and cultural partners from the community. The aim was to bring people back to what was Mexico City’s thriving cultural center.
Absolut partnered with production studio Cult on this effort. Cult’s executive producer and founder, Constantin Bjerke, said: “Having witnessed the terrible destruction the earthquake had on such an amazingly vibrant area, we were thrilled to be able to do something to help the community re-unite. Absolut is such an inspiring client to work with and it was a wonderful experience to see how art and commerce can re-engage a community and bring a glimpse of hope and healing to the area.”
Meteoro said of her piece: “I wanted to represent the power of being connected from the deepest root, when it is most needed. The circle represents unity and the two animals are the dogs that at this moment in Mexico are a symbol of love and loyalty to the neighborhood, illuminated by a bright flame of empathy to connect with each other. At the bottom of the design, there is a collection of rocks that represent the rubble, from which arises a rainbow transmitting the power with which humanity can shine if we take the adversities as lessons. The complete design is framed by a series of symbols and tribal forms, which remind us of the healing power of ancestral wisdom.”