New Hyperactive campaign for Most Wanted Wines celebrates creativity through diversity with art collabs + TalkArt podcast.

Hyperactive?launches the second instalment of their?Most Wanted Collective?campaign with?Most Wanted Wines; a series of limited-edition wine designed by artists from lesser-represented communities celebrating diversity through creativity.?

The campaign led strategically and creatively by Hyperactive and is the second burst of the Collective. The agency enlisted actor Russell Tovey and gallerist Robert Diament from the renowned ‘Talk Art’ podcast who curated the final three artists from a shortlist from Creative Debuts; an art platform that provides opportunity and support to thousands of emerging artists from all over the world.

The Collective artists are Tejumola Butler Adenuga, Ana Curbelo and Anshika Khullar who have created labels to launch on three special edition bottles which will feature on a one-off Talk Art podcast, where the artists discuss their work, influences and pinpoint social issues that present barriers to creativity.

Andrew Casher, the creative lead at?Hyperactive, commented ‘We set out to create a meaningful campaign that was true to the Most Wanted Wines brand DNA which at the very core, breaks down barriers in a sector known to be exclusive. Our task was to authentically and credibly turn this into an expression of equality, inclusivity with creativity as the vehicle to start conversations. Working with such talented artists is a privilege and I would like to thank them for sharing their personal and emotive stories, as well as our partners Creative Debuts and Talk Art who have been incredible in turning our strategy into reality with powerful human connection and empathy’

Most Wanted Wines?Brand Manager,?Sarah Watkins, comments: ‘Good wine, just like good art, should and can be enjoyed by everyone. Our aim with the Collective and our enduring mission with the Most Wanted brand as a whole, is to make both wine and art as inclusive as possible. By offering our labels to creative talents from lesser-represented communities, we are providing a non-traditional platform for them to share their unique

Russell Tovey?commented “We chose the 3 artists because we felt their work would connect with diverse audiences and inspire people with their symbolic, captivating and striking artwork. Each artist has a very unique perspective and style which will create a very special series of designs for each wine bottle. From bold colour combinations to highly detailed, skilful drawings, we are so proud to be supporting emerging talent and sharing their stories with the world”

Speaking on the campaign and the three artists,?Calum Hall, Founder & Creative Director of?Creative Debuts, said: ‘With a shared mission of accessibility and the democratisation of our industries, Creative Debuts are thrilled to team up with Most Wanted Wines for The Collective. This year features the super talented Ana, Anshika and Tejumola from our creative community. Having collaborated with Most Wanted Wines through our ongoing Black Artists Grant initiative since 2020, I am thrilled to join forces for The Collective. The Collective is such a fantastic way of championing emerging artists, storytelling and creating authentic opportunities for the cross pollination of communities.’

THE COLLECTIVE 2.0 ARTISTS

Ana Curbelo?(left)?is an award winning illustrator and artist, whose work sets to challenge traditional depictions of women in art.

“The artwork features a portrait of a woman who embodies the characteristics of a good friend - direct, honest, and unafraid to speak her mind. She looks the viewer straight in the eye, as if in conversation with them, inviting them to interact openly.

The woman loosely holds a flower between her fingers. The line of her arm is also the stem of the flower, and the petals of the flower are shaped like a wine glass, evoking the sensory

experience of drinking wine. The playfulness of these shapes adds a whimsical air to the overall composition. Women have traditionally been objectified in the arts, and are often depicted as delicate and passive, their role to please the viewer's gaze. However, the woman in the artwork challenges these stereotypes and invites the viewer to see her as a complex and multifaceted individual.Overall, the artwork is a powerful composition that encourages viewers to engage in deeper conversations, challenge traditional depictions of women, and celebrate the joys of friendship and shared experiences over a glass of wine.”?

Anishika Khullar?(middle) is an Indian, non-binary transgender illustrator whose bold and vibrant work is packed full of visual metaphors and is largely character-driven with an interest in intersectional feminist narratives and socio-political themes

“This piece brings together the hopefulness of spring, a new start and the blooming of new flora and fauna, juxtaposed with and grounded by the desire for stability amongst all this new change.

Hardy motifs such as cauliflowers, as well as earthen pots and vases growing blooming flowers all invoke a feeling of rootedness and hopefulness that I often don't feel, both as an immigrant and as someone who struggles with mental illness.

The house and key earring, represent the desire to belong somewhere, with the security provided by having your own home; something that is increasingly rare for people of my generation and younger, and particularly those that are marginalised.

The more security and stability a creative has, the greater their ability to cultivate their practice in new, thrilling directions. All through this is the constant risk of being burnt or burnt out, which as a young, marginalised creative in this industry is an all-too-common occurrence, often even expected in order to "make it". But the way a creative practice can flourish and blossom when the creative is allowed time, space and abundance is genuinely magnificent, not just for the art and the culture, but, most importantly, for the artist too.’

Tejumola Butler Adenuga?(right) is an artist known for creating detailed ink drawings on paper and canvas using found imagery and removing its informational excess, creating a visual story in the process. His recent works are a celebration of black faces and bodies.

Artwork Title: Oduduwa & His Two Children, Year 1356 Artwork

Context: West African Fictional Mythology

Oduduwa was the first ruler of the Yoruba people. He had two children, a son and a daughter. The son, Oranmiyan, was a great warrior who conquered many lands. The daughter, Moremi, was known for her beauty and intelligence. One day, a neighbouring tribe attacked the Yoruba people. They were led by a powerful sorcerer who could disappear at will. The Yoruba warriors were no match for him.

Moremi, determined to save her people, offered to marry the sorcerer to learn his secrets. After gaining his trust, Moremi discovered that the sorcerer had a special charm that made him invisible. She stole the charm and gave it to her people, who were then able to defeat the enemy tribe. Moremi became a hero, and her bravery was celebrated for generations.

The Talk Art Podcast is live from 1st November?

The special edition Collective 2.0 bottles are available nationwide

Contact: [email protected]