Tuesday, 28 November 2006 | Levent OZLER
Absolut Lomo Invites Consumers to Display Photos
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.
ABSOLUT LOMO: http://www.absolut.com/lomo
The Lomographic Society: http://www.lomography.com
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