A Radically Better Tomorrow: the Danish creative duo Hesselholdt & Mejlvang published a book featuring the first Ukrainian art project in ooh advertising "Points of Unity".
"A Radically Better Tomorrow" - this is the title of a new book by the Danish artistic duo Sofie Hesselholdt and Vibeke Majlvang (Hesselholdt & Mejlvang), which was presented at the end of February 2019 in Copenhagen. This is already the third book of the Hesselholdt & Mejlvang creative publications series, based on interviews recorded in September 2018. The artists themselves say that this is an "intimate" book that slightly opens the curtain of the creative process. It reflects their artistic vision and world outlook, and, focusing on sketches and ideas, shows the lively boiling energy of artistic process, which is usually hidden from public. The key idea of the book is an interest to a person who lives in a complex political reality, and the idea of art as a material language that can influence and change the world. This is what stimulate and inspires the artistic duo. This idea unites all sections of the book and all art projects of artists with the one main meaning. And one of the projects that clearly portrays this view of art and its main purpose, is the social project "Points of Unity", implemented by Sofie Hesselholdt and Vibeke Majlvang together with BigMedia and Izolyatsia Cultural Initiative Platform in winter 2018 in Kyiv. It was the “Points of Unity”, which combined the original artistic idea of Danish artists and the possibilities of modern outdoor advertising. It became the first outdoor art-object in Ukraine and reflected the idea that the art transferred to public space becomes not only an artistic work, but also a social statement that can influence, change and inspire, addressing society directly on the streets of cities, from usual billboards and mupies. Sofie Hesselholdt and Vibeke Majlvang were particularly interested in this combination of outdoor advertising and art, in transformation of streets into a kind of gallery and advertising objects - into the means of social communication. The "Points of Unity" philosophy were in the unity of diversity and the combination of opposites, which together create true beauty and strength. Hesselholdt & Mejlvang felt it was important to show and convey this idea as the most relevant for modern Ukrainian society. In the original idea of Danish artists, the combination of two colors of the Ukrainian flag, blue and yellow, to the third, the green color - the color of life, hope and future - is extremely symbolic and together with the main message of the project - "Let’s look for points of Unity" - created a deeply philosophical art-object. It motivated to think about the most important things; about the world we want to live in, future we dream about and how much mutual understanding value. As the project teaser, in Kyiv, the original watercolor paintings of Danish artists - a combination of yellow and blue together - were placed on the advertising constructions of BigMedia. The next stage - the disclosure of the essence and main messages of the project, took place in early February 2018 - in Kyiv appeared canvas with the text, as well as an official party-presentation with the participation of the authors of the idea. For BigMedia, participation in the "Points of Unity" project has become a very interesting experience. Following the principles of social responsibility of business, this project has given an opportunity to focus on the importance of outdoor advertising’ social component, on its capabilities as a communication tool, presenting advertising media as an art-object and harmonious component of the modern city environment. And this proves that a conscious and responsible attitude towards one's professional activity, a creative approach and a socially important goal can indeed create a Radically Better Future. Hesselholdt & Mejlvang web-site: https://www.hesselholdt-mejlvang.dk/
50 Number of units