Pernod Ricard Carte Blanche 2021
05 Luglio 2021 - 6:33PM
Business Wire
Resilient convivialité at the heart of
Olivier Culmann’s artistic voyage
Regulatory News:
For more than 10 years, Pernod Ricard (Paris:RI) has been
entrusting its annual Carte Blanche artistic campaign to an
internationally renowned photographer. This year, Pernod Ricard
wanted to pay special tribute to those who bring to life the cafés,
bars and restaurants throughout France. Although very badly
affected by the pandemic, they have, each on their own scale,
maintained a social connection with their local communities. And
because Covid had declared war on convivialité, they became the
first defenders of this value that flavour to our lives.
French photographer Olivier Culmann, from the Tendance Floue
collective, has been chosen to portray those who have strived, in
spite of everything, to bring to life moments of togetherness and
to tell the story of this “resilient” conviviality.
Ten personal experiences have been photographed across France,
in ten small towns and large cities. Passionate entrepreneurs or
people who have moved to the country in search of a better life –
all had in common a desire to share and to withstand the
pandemic.
These are the stories and the people, as well as the places full
of life that Olivier Culmann captures in a photographic mural
spanning several chapters. With his off-beat humour, sense of
detail and expertise, he plays with the rules and the different
types of popular photography, in the noble sense of the word:
“photo booth”, “postcard”, “posed portrait”, “team photo” and
“architectural or documentary photography”. He also pays tribute to
the men and women who have made these human stories possible –
local representatives, suppliers, residents and employees of Pernod
Ricard France.
In Rennes, the owners of the restaurant “Les Bricoles”, Nicolas
and Bruno, and their wives Alexandra and Astrid, have been
committed to supporting their traditional suppliers by creating a
delicatessen in the city centre, thereby helping their partners’
businesses to keep going. Elsewhere, there are those who have
brought back a little convivialité to deserted rural communities,
by creating or reopening cafés that had disappeared and offering
numerous other services. In partnership with 1000 Cafés, Pernod
Ricard has taken action to help support these venues that form the
backbone of life in these small local communities. As has Yannick,
a Parisian who has chosen to change career path by opening the café
in Montgesty, hundreds of miles away from his former domestic
services company.
Every café is a community that comes together, a place that
brings back to life locally a little of this convivialité that the
entire country – the entire world – has been deprived of so for so
long. Pernod Ricard had a duty to pay tribute to them. Never before
has unity been so strong between the raison d’être of a Group that
has been a flag bearer for convivialitè and the hopes of all French
people to share a true moment of togetherness, the natural setting
for which are all the bars, pubs, bistros and restaurants.
The 2021 campaign designed by Olivier Culmann will be unveiled
in full in the pages of Pernod Ricard’s upcoming Annual Report and
presented to the general public at the unmissable photography
exhibition, Paris Photo, which will take place from 11 to 14
November 2021 at the pop-up Grand Palais.
Olivier Culmann biography Olivier Culmann has been a
photographer since 1992 and a member of the Tendance Floue
collective since 1996.
His work features the recurrent themes of free will and social
conditioning. Sitting astride both the absurd and the trivial, his
work analyses with razor sharpness the subject of our everyday
lives and our relationship with images. Constantly homing in on
these – and our own – obsessions, he carries us along with his
humour and his art of storytelling.
In the 1990s, he visited several countries to photograph Les
Mondes de l’Ecole, a work on educational institutions, and the
subjection and rebellion that are born there.
His work questions both the existence and absence of choice.
With Une Vie de Poulet, this approach blends humour still more
overtly into the narrative. His move in the early 2000s into medium
format was vital as he sought to alter distance. In the aftermath
of the September 11 attacks, he completed the work Autour, New York
2001-2002, in the city. This series is focused on those who
witnessed the aftermath of the devastation, both Americans and
tourists who had come to see the ruins of the World Trade Center.
The expressions captured by the photographer here function as a
mirror of our own shock in response to the tragedy. Next, he began
watching TV viewers in several parts of the world in which he chose
to live, an observation of our state of mind and body in response
to the reflections of the world filtered by screens. The Watching
TV series represents a stage in his meta-theatre work based on the
gaze.
The author of several books including Les Mondes de l’Ecole
(Marval, 2001), written in collaboration with photographer Mat
Jacob, Une Vie de Poulet (Filigranes, 2001), Watching TV (Textuel,
2011) and The Others (Xavier Barral, 2015), he regularly exhibits
around the world and has received several accolades including the
Villa Médicis Hors les Murs grant (1997), the SCAM Roger Pic Prize
(2003), World Press Photo (2008) and the Prix Niépce (2017).
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Contacts Pernod Ricard Emmanuel Vouin / Head of External
Engagement +33 (0) 1 70 93 16 34 Antonia Scintilla / Group
Philanthropy Manager +33 (0) 1 70 93 16 32
Contacts presse : 2e Bureau Sylvie Grumbach +33 (0)1 42
33 93 18 Martial Hobeniche +33 (0)6 08 82 95 33
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