Published On 06/20/2018

“Go the Extra Mile” by photographer Kourtney Roy - Pernod Ricard’s 43rd artistic campaign

On the occasion of Pernod Ricard’s annual Summer Party to be held this evening on the Paul Ricard terraces at Centre Pompidou – of which it has been Great Patron since 1997 – the Group will reveal the name of the artist in charge of its 2018 Carte blanche.

For this 43rd annual artistic campaign – the ninth by a renowned international photographer – Canadian artist Kourtney Roy has created 18 portraits of Pernod Ricard employees from the world over. This year’s series is called “Go the Extra Mile.”

Kourtney Roy’s work completes a large, rich collection of eight renowned international photographers – Argentine Marcos López, Frenchman Denis Rouvre, Spaniard Eugenio Recuenco, Swiss Olaf Breuning, Australian Vee Speers, Chinese Li Wei, Senegalese Omar Victor Diop, and, last year, German Martin Schoeller. They all have been committed to creating this Carte blanche, which gives the artist full creative freedom with a single parameter – using Group employees from all over the world as models.

Kourtney Roy says: “There are not a lot of projects like this unfortunately, when an artist can go somewhere and have total freedom without the client saying, ‘more this’ or ‘more that.’ Such an opportunity for an artist comes once in a lifetime. The models were amazing. I was afraid they were going to be shy and uncomfortable, but everybody just got really into it. I was super excited, and I’m pleased with the result.”

According to Olivier Cavil, Pernod Ricard Communications Director: "It is always an honor to work with a renowned photographer. Embodying one of the Group’s values – this year, our employees’ self-improvement skills – is a true artistic and esthetic challenge. Kourtney brilliantly addressed it while transmitting through images this distinctive sense of conviviality that is so characteristic of Pernod Ricard employees.”

The "Go the Extra Mile" campaign will be fully unveiled within the pages of Pernod Ricard’s next annual report and presented to the public at Paris Photo – the not-to-be-missed photo event held at Paris’ Grand Palais from November 8 to November 11.

More info about this unprecedented art campaign below:

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