Project/ Exhibition: One Million Dzire
Title- “Sweets are on us”
Year- 2015
Dimensions- 11 ft Hx 15 ft Long x 12 ft Depth
Location- Ambience mall, Gurugram
Executioner- Dentsu Marketing Communications
Sponsor- Maruti Suzuki
Material- Paper, Chocolates and Wooden pedestals
DZIRE Celebration
One Million Dzires..
For families around the world a car has never been just a mode of transport but a world of four wheel zooming its way into a network of paths and roads, creating memories especially the sweet ones. When a phenomenal name in the automobile industry contacted us to design an experiential public art installation for them celebrating their car DZIRE crossing one million mark, our creative juices curated sweetness with a sumptuous message for consumption. Just like how a family celebrates with sweets on buying a new car, the entire world translates happiness to sweets.
Gopal believes that the beauty of a design is in its simplicity and also in the way it engages the viewer and medium is but a material.
Thus began the inception of a world strenuously as well as artistically put together with boxes of sweets bringing alive the essence of each single Dzire building up to one million Dzires. On day one, the hustle bustle right inside the mall became his blank canvas. He started from the scratch box by box, built up a whole cityscape with the help of nothing but perfectly strategized staking.
Gopal’s visual design experience from early years of graduation, came alive with immaculate precision, infallible concentration, and a certain artistic madness that can empower one to build anything. The activity that went on for 10 challenging hours had the viewers curiously anticipating to discover the idea of those elegant white unlabeled boxes gradually building up something. The next day after the boxes were distributed one by one. With the last box of chocolate distributed, the design built with so much integrity and hard work, lost its complete structure while gaining a permanent reflection in the minds of the people who were a part of this celebration.
“ Dear ARTWORKZZ” team we would like to thank and congratulate you for making Maruti Dzire 1 Million Campaign a great success . We just got silver in HT awards and even mention in Limca Book of Records as a largest edible art installation, because of your most creative enterprise and look forward to having many more such partnerships ahead.”
Asif Sheikh, Vice President, Dentsu Creative Impact. Sept. 2015