Co-Branding is a unique conceptual and performance art piece by ODEE, showcased in a solo exhibition at the Iceland University of the Arts on November 17, 2022. This project centers on the concept of reverse culture jamming, where ODEE invited several of Iceland’s largest marketing firms to co-create artworks within his exhibition space. Each company paid a fee to contribute, creating pieces that ODEE would then sign, despite having no hand in their creation. The project explores the intersections of art, corporate identity, and the commodification of creativity. By reversing the typical culture jamming process, where artists subvert corporate messages, ODEE instead allowed corporate entities to engage with the art world on his terms, challenging traditional boundaries between art and advertising. The exhibition featured a diverse range of creations, including olfactory elements, and sparked discussion on the role of corporations in the art world.
Companies that participated in Co-Branding include PLAY, Joe & The Juice, Nói Síríus, World Class Iceland, Einstök Beer, and 66 North. More than two dozen other companies expressed interest in participating, but the available slots were filled quickly.
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