World Cup Fever + Modern Life is Rubbish = Favela Chic: A Video Artist’s Response to Brazil 2014

With the 2014 FIFA World Cup just days away and the global football virus reaching pandemic levels, emerging video artist and Mediolana Creative Director & CSO Asad Yawar probes that little bit deeper in his latest piece, World Cup Fever + Modern Life is Rubbish = Favela Chic (2nd June 2014). The packaging of two iconic products from Nike, Inc. and The Coca-Cola Company are reproduced in lavish detail, their respective hues of red demanding attention; the camera then moves away in a series of shots which reveal the packaging’s location on an improvised refuse dump. The final shot of a (presumed local) gentleman walking away appears to be emblematic of our collective relationship with hypermodern consumerism; we would prefer not to acknowledge the more problematic aspects of our behaviour, but our involvement in engendering unsustainable patterns of consumption is undeniable.

 

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2 Comments

Filed under Culture, Technology

2 responses to “World Cup Fever + Modern Life is Rubbish = Favela Chic: A Video Artist’s Response to Brazil 2014

  1. Yes, we all need to take responsibility, for how much we consume, how much we harm the Earth. As David Cameron quietly shuts down the government ‘nudge’ units that were going to make us all change our behaviour in a very user-friendly way, the reality is dawning that change is difficult. We all need to work at it, lobbying, persuading, asking awkward questions, shaming and blaming, etc, but very few of us have the stomach for such long struggles, so it’s better just to watch the World Cup and consume.

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