The Other Half: Sparking creativity and human connection
Absolut Warhol: The Other Half is a unique initiative providing underrepresented artists with a once-in-a-lifetime opportunity to showcase their work, inspired by Warhol’s rediscovered ‘blue’ painting, in a public setting.
We caught up with Christine Lin, Marketing Manager, Creative Content at Absolut to discuss the initiative’s exhibition in Shanghai in November.
Can you tell us about your roles at Absolut and in the Warhol ‘blue’ campaign?
I’m wearing two hats for this project. On one hand, I’m the global lead, which means I’m in charge of developing the global toolkit and making sure it lands smoothly in key markets. On the other, I’m leading the China execution for The Other Half campaign, working closely with the China team and the art centre in Shanghai to bring it to life there. It’s been such an incredible journey contributing from the concept stage to implementation.
What sparked the idea behind The Other Half campaign?
The idea was born when we started to plan the launch of the limited-edition Absolut Warhol bottle. We saw this perfect opportunity to celebrate the legacy of creativity and inclusivity that both Absolut and Warhol championed. We thought, why not reignite that partnership in a fresh, exciting way? We wanted to do something more than just an advertisement; we wanted to launch an initiative that was culturally relevant. So, during one of our brainstorms with the agency, we started focusing on the rediscovered Warhol’s Absolut painting. And we thought it would be cool if we invited new artists to complete the other half with their own creative twist. And, at the same time, it gives us the chance to carry on the spirit of absolute and Warhol.
It’s easy for new artists to get exposure on social media, but when it comes to gallery spaces, the barriers are still pretty high
What’s the main purpose and goal of this campaign?
At its core, the campaign is about continuing our collaboration with Warhol and reigniting the value both Warhol and Absolut brand embrace – and keeping his legacy of collaborating with underrepresented artists. Today, it’s easy for new artists to get exposure on social media, but when it comes to gallery spaces, the barriers are still pretty high. The Other Half aims to break those barriers by giving emerging artists the chance to collaborate with a Warhol original in a prominent gallery setting.
How does The Other Half fit into Absolut’s Born to Mix values?
Born to Mix is about blending different people, ideas and perspectives to create something new and exciting – and that’s exactly what The Other Half does. We are blending past and present together by inviting next-gen artists from different countries and cultural backgrounds to reimagine Warhol’s iconic work. Plus, we’re also encouraging artists to leverage the latest technology like AI into the collaboration. By blending classic Warhol art forms with cutting-edge tech, artists can push creative boundaries and merge the old and the new, just like Warhol himself did in his time.
We wanted to support and champion underrepresented young talented artists – to give them a platform to shine
How did you choose the artist?
Absolut has collaborated with more than 500 artists in its history, so in many ways, it is very similar. It is not like a competition. It is about spirit and working with artists that share our values. We wanted to support and champion underrepresented young talented artists – to give them a platform to shine. We worked closely with the Andy Warhol Foundation to set up artist selection criteria and partnered with the UCCA art centre in China to find the right one to collaborate.
What stood out about Rong Bao when you selected her for the collaboration?
Rong’s mixed background – born in China and educated in the West – really gives her this incredible ability to create art that resonates across cultures. She’s brilliant at creating sensory experiences, which aligns perfectly with our campaign goal of encouraging interaction. There is a Chinese element in her work but it resonates across different cultures. Her artistic practices are rich and diverse from painting to photography to installation and she’s open to exploring new technologies like AI (just like we suspect Andy Warhol would have). As soon as we sat down and chatted with Rong, we knew she was going to be the perfect artist for this collaboration.
Can you tell us more about the UGC digital engagement and the exhibition?
We wanted to make art creation accessible to everyone, staying true to Warhol’s belief that creativity should be for all. So, we’re launching a user-friendly and fun digital platform where participants can play around with design, colour and composition to create their own versions of the ‘other half’. The most creative entries will even be featured in the physical exhibition, meaning anyone can become a part of this project, no matter their background or experience.
Why did you choose the Shanghai K11 Art Mall for the exhibition?
We knew from the start that we wanted something interactive and unconventional, which ruled out traditional museums and galleries. K11 Art Mall stood out because it’s more than a shopping mall. As the first Art Mall in China, K11 blends art, innovation and retail in a way that encourages creativity and interaction. It attracts a young, diverse crowd, which fits Absolut’s target audience. We wanted to create an art playground where people could engage with the work in unexpected ways, and K11 fit the purpose perfectly.
What’s the creative concept behind the pop-up installations?
The pop-up exhibition is all about sparking creativity and human connection. Inspired by Warhol’s famous Silver Factory, a place once filled with the fusion of ideas and creativity, we aim to present a creative hub where people can freely express themselves and share inspirations. It is not just about the ‘Other Half’. There are three main sections: First, we’ll showcase Absolut’s art heritage by highlighting five past artist collaborations. Then, Rong Bao will debut her Other Half artwork, where she’ll use AI to reimagine Warhol’s original painting. Finally, Rong Bao will create an interactive installation that celebrates Absolut’s Born to Mix values by simulating the process of mixing. It’s all about creativity and collaboration!
The artist on show: Bao Rong
Bao is a young emerging talent who has emerged as a distinctive voice in the contemporary art scene with her unique visual language and insightful critique of societal norms.
Her work blends Eastern and Western cultures. Born in China and educated in the West, Bao Rong has a profound understanding of both cultural spheres. Her experiences living and studying in diverse cultural environments have deeply influenced her artistic vision, enabling her to create works that resonate across cultural boundaries. Her artistic practices are deeply rooted in a multidisciplinary approach that spans sculpture, painting, video, and installation, and open to exploring new creative tools such as AI. Bao’s artwork has garnered notable recognition, including being the first Chinese female artist to hold a solo exhibition at Saatchi Gallery, the prestigious Gilbert Bayes Award from the Royal Society of Sculptors and the COLAB/Royal College of Art/Yorkshire Sculpture Park Graduate Award.
K11 Shanghai Art Mall
K11 Art Mall, located in Shanghai and opened in June 2013, was the first art mall in mainland China. It was developed as part of an initiative to blend retail with art, reflecting the growing cultural art movement in China. The founder, Adrian Cheng, aimed to create a space that promotes “art for the masses,” featuring works from both local and international artists. With its vibrant atmosphere, combining luxury shopping with artistic experiences, the mall fosters a relaxed environment where art is integrated into everyday life.
