As Singha beer looked for new ways to increase their market share here in the States, GERTRUDE stepped up with a much buzzed about way to get the word out.
First, the clever minds at GERTRUDE reached out to some of contemporary art's most established and influential stars, and challenged them to interpret the Singha mythical lion.
The artists hurled paint onto massive canvases back at their studios, but the projects were to be finished at a chosen location, chosen by GERTRUDE, a different venue for each artist. I was the lucky punter that got to shoot San Francisco and it's contemporary master, Kofie One.
We shot on the Sony Ex-3 with no stics and only a sun-gun to weigh us down. Before each shoot Otis Gibson, founder of GERTRUDE, and I, would discuss the piece of art, the artist who created it, and the chosen city venue. We tried to identify connections between the 3, and then gathered imagery that crossed over. My favorite was the cross cuts between Kofie One streaking super straight lines across the canvass, and the electrically charged wires that crisscross the city of San Francisco.
These were down and dirty shoots... and some of the most fun I had in 2011.
written by: Edward Seaton
written by: Edward Seaton
GERTRUDE and client Singha Beer have launched Singha’s Global Tag Takeover Facebook campaign at Facebook.com/SinghaWorld, an application allowing fans of Singha Beer on Facebook to have their friends’ Facebook walls painted over with stylized versions of the Singha mythical lion logo, share the new commercials and enter a sweepstakes.
“Singha’s Global Tag Takeover allows fans to share the new Singha Beer commercials with their friends worldwide while engaging with the Singha Beer brand and campaign in an innovative, spirited way,” said GERTRUDE's Founder, Chief Creative Officer Otis D. Gibson.
The application prompts users to share the commercials in an engaging way – by first “tagging” their friends’ Facebook walls with stylized Singha mythical lion artwork. By viewing and sharing the commercials and tagging their friends’ walls, fans of Singha Beer are eligible to enter for a chance to win a Singha Black Book tagged by one of the international artists featured in the commercials.
For more details on this and other work from GERTRUDE, please visit http://ninjanewsdaily.gertrudeinc.com, and check out Singha's Global Tag Takeover by visiting Facebook.com/SinghaWorld.
