Dear readers of Modern Flat…

I just recieved an email from ABSOLUT Vodka in regards to a promotional event that some might find interesting or even want to participate in. Instead of trying to re-write it for you, I’ve decided to just post the email in whole. That way you can get all the details and I don’t have to worry about whether I forgot anything… here you go:

Dear Modern Flat,

Absolutlomo.com takes center-stage in the ABSOLUT LOMO campaign; visitors
are invited to a Gallery featuring ABSOLUT LOMO art. For the first time
ever in ABSOLUT history, people are encouraged to participate with own
photos in the project. The pictures will be hand-fitted to the Gallery
wall and featured in the exhibition.
Absolutlomo.com goes live on November 20 and photographers are welcome to
send in photos until February 28, 2007. This is the outcome of a unique
collaboration between ABSOLUT and The Lomographic Society.

The ABSOLUT LOMO print advertising displays how six dedicated artists have
interpreted the ABSOLUT VODKA brand and their artwork – through a Lomo
camera lens. This is also the base for the photo exhibition on display on
Absolutlomo.com, launching on November 20.

On the website, consumers – above 21 years old –will receive the same
brief as the previously featured photographers. The brief is straight to
the point: “To shoot one or a series of images capturing your vision of
ABSOLUT. The pictures are taken with a Lomo camera, and/or according to
the rules of Lomography. Don’t think, just shoot!”

THE GALLERY

The Gallery further enhances the analog/digital world that the campaign so
seamlessly incorporates: the original Lomo cameras are all analog – still
the Lomographic philosophy fully embraces digital photos: the most
important thing is that you take photos.
The website also clashes digital and analog: the featured Gallery is a
real room, located in the center of Stockholm/Sweden, where the photos
sent in by photographers from around the world will be printed out and
fitted on the wall.
Twice an hour, a high-resolution image will be taken inside the Gallery.
As these pictures are constantly updated on the website, a
stop-motion-film is created. This way, consumers will be able to see how
the exhibition is evolving day by day.

SITE FEATURES

Apart from simply visiting the Gallery and see the artwork, visitors to
the ABSOLUT LOMO site will be given the opportunity to send in their own
pictures. The photos will then be printed out – inside the Gallery – and
fitted on the wall, thus becoming part of the exhibition.
If you don’t want to participate with your photos in the exhibition you
are more than welcome as a spectator: Once visitors have ventured to the
Gallery, they will be able to zoom in on all photographs on the wall and
post comments on them. A rating system of the photographs is also
available. During December, January and February, the rankings generated
by visitors will be displayed on the site.

LINKS

ABSOLUT LOMO: http://www.absolut.com/lomo
The Lomographic Society: http://www.lomography.com

SUMMARY

• This is the first time ABSOLUT VODKA has ever invited consumers to send
  in their own artwork.
• All consumers above 21 years old are welcome to participate.
• The 10 golden rules of Lomography will be featured on the web sites,
  they are:
1. Take your camera everywhere you go. Be prepared and keep your camera close at all times – be ready for action everywhere and at all times
2. Use it anytime – day or night. Every second has its own unique mood. Life is not waiting for your camera; take your photo and capture the situation or it’s forever gone.
3. Lomography is not interference on your life – it is part of it.
4. Shoot from the hip. Literally. You don’t have to look through the viewfinder to take a good
   picture. Give yourself total freedom in your choice of perspective.
5. Approach the object of your Lomographic desire as close as possible.
6. Don’t Think. (William Firebrace) Start snapping away, live it and have fun.
7. Be fast. A mere tenth of a second makes the difference between Lomography and Photography.
8. You don’t have to know what you have captured on film. Give randomness a chance.
9. Concentrate on celebrating life instead.

You don’t necessarily have to know what you have captured on film after it’s been developed either. You don’t need to know exactly what the print shows. Just read between the
Lomographs.

10. Don’t worry about the rules! Discover your own Lomography – do whatever you feel like.
• The Gallery exists in the real world and is updated at least five times a week. The sent-in photos are fitted manually.

The original Lomo artists featured in the print advertising and on the
site are:
Olli Loninen, a tattoo artist from Germany, Paulina Magos, illustrator
from Mexico, Dalek (James Marshall), artist from the US, Sascha Lilic,
stylist and magazine editor from the UK, Huang Yan, artist and
photographer from China, as well as Stella Mouratidi, architect from Greece.

This entry was posted on Wednesday, November 22nd, 2006 at 9:21 am and is filed under artwork and photos, Uncategorized. You can leave a response, or trackback from your own site.