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14 March 2024

Salzkammergut traditional clothing in a campaign about local and global diversity. The Nigerian artist Emeka Ogboh created the art project 'Åndas Beer' in cooperation with the brewery Schloss Eggenberg.

The European Capital of Culture Bad Ischl Salzkammergut presented the collaboration of the Nigerian artist Emeka Ogboh with the private brewery Schloss Eggenberg, one of the official partners of the European Capital of Culture. The artist, known for his sound and culinary art, created the beer 'Åndas'. The word is a dialect form of the German word 'anders', which means 'different' in English. The beer and its accompanying advertising campaign were unveiled yesterday at the brewery's old brewhouse in Vorchdorf, Upper Austria. The art project aims to blend African and Austrian traditions, symbolizing global diversity. Both the beer and the campaign's visuals serve as a catalyst for intercultural understanding, encouraging reflection on globalization and cultural exchange.

Emeka Ogboh used sorghum, pepper and other African ingredients in the beer's composition. The label design incorporates the Nsibidi symbol (an ancient African graphic communication system) for 'different,' reflecting the beer's unique blend. The advertising campaign features people of African descent in traditional Salzkammergut attire - the women in dirndls and the men in traditional gilets and shirts - juxtaposing local and global identities. It's intended to challenge perceptions of diversity and encourage dialog.

Image: The picture shows one of the visuals of the advertising campaign as part of the art project 'Åndas Beer' by artist Emeka Ogboh in collaboration with the private brewery Schloss Eggenberg in Vorchdorf, Lower Austria. It was presented in the framework of the European Capital of Culture Bad Ischl Salzkammergut on 13 March 2024. Photo: © 2024 Emeka Ogboh, courtesy Kulturhauptstadt Europas Bad Ischl Salzkammergut 2024.

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