Creative Pills Connexió Girona 2013
ORGANISATION
Whym manufactures craft beer based in traditional styles and adapted to current tastes. The name comes from the initials in English of the four ingredients of the beer: Water, Hops, Yeast, and barley Malts. Whym wants to emphasize a return to the essence of the beer, away from the industrialization of its production.
CHALLENGE
To find a thread of communication that connect the beer with its users.
IMPROBABLE COLLABORATOR
Albert Soler creates and develops projects connecting culture, communication, education and social awareness. On a more personal level, he has always been associated with amateur theatre companies and the world of performance.
Artist Training: El Paller
PROPOSAL
Albert Soler envisions in a first phase a tasting format to decipher the brand values and the sensations experienced when someone drinks a beer. The emerging concepts could become play cards to initiate games of Image Theatre and improvisations from which the brand’s sotrytelling would be extracted.
Results
[Soon available in English]
Connexió Girona is a program sponsored by:
Girona City Council through Emprèn Bòlit, a project initiated by Bòlit, Contemporary Art Center of Girona
With the collaboration of: SOC, Servei d'Ocupació de Catalunya, Generalitat, European Social Fund through the Support Programme to Innovative and Experimental Projects
