Most Wanted Wines democratises art and wine with a storytelling campaign by Hyperactive

Posted February 15, 2022 by Frank Wainwright

[photographs by Getty Images with permission from Hyperactive]

Most Wanted Collective has launched in selected retailers from the start of this month. The campaign has been created by agency Hyperactive.

The creative forces behind award-winning, Internationally acclaimed wine brand Most Wanted Wines are launching the very first Most Wanted Collective. The Collective consists of 5 diverse artists that have been given 5 wine labels as a canvas to express themselves freely. All with the aim to celebrate diversity and open up conversations around gender, race, accessibility and inclusivity – something Most Wanted Wines feel incredibly passionate about.

Most Wanted has been on the art scene for years through a series of unique collaborations including Art Battle Manchester and Cheltenham Paint Festival. They also contribute a monthly donation to Creative Debuts’ Black Artist Grant – a no-strings-attached financial offering supporting consumers from minority ethnic backgrounds who are systematically under-supported within the arts.

The Most Wanted Collective consists of Most Wanted Cabernet Sauvignon, Most Wanted Chardonnay, Most Wanted Malbec, Most Wanted Pinot Grigio and Most Wanted Shiraz; each labelled with a story from 1 of its 5 artists. These artists are:

London based street artist, Jelly J
Acclaimed street artist duo, Nomad Clan
Uplifting Illustrator, Dorcas Magbadelo
Contemporary fine artist/painter, Chris Hawkes
DJ / rapper / fashion designer / illustrator, Pete Obsolete

resize Collective 2021 Cabernet Sauvignon Nomad Clan

Most Wanted Wines will also be releasing a series of short films, exclusively accessedvia a QR code on each bottle. It’s a chance for customers to get closer to the artists, discovering their stories and truth from the makers themselves.

Rachel Archer, Marketing Director at Most Wanted Wines comments, “It’s impossible to ignore the cultural movements circulating globally around diversity and we wanted to show our support by launching The Most Wanted Collective. As a brand, we believe in inclusivity, celebrating identity and breaking down barriers within creative industries, which is what this campaign does. We are giving these artists a platform to freely tell their story on our labels – without labels”

The creative lead for the campaign, Andrew Casher, Hyperactive told fieldmarketing.com “It’s a lovely campaign celebrating diversity and democratising art in the same way the brand is democratising the wine industry. We have partnered with an incredible set of talent to create special edition bottles, each of which tells a story and we’re offering consumers the chance to own the art, with all proceeds going directly to the artists. A genuinely inclusive campaign for a brand that champions inclusivity in their DNA.”

About the Artists

Dorcas Magbadelo

Dorcas Magbadelo is the Illustrator behind DorcasCreates; an illustration brand that creates uplifting and bold products that centre and celebrate Black women, including greeting cards, art prints and jewellery. Each DorcasCreates piece is vibrant and colourful; capturing Black womanhood and Black girl joy. Largely self taught; Dorcas uses bold colours and patterns, taking many elements from her Nigerian heritage to create powerful and striking illustrations.

https://www.instagram.com/dorcascreates/?hl=en

Jelly J

Jelly is an intersectional London based street artist known for her figurative paintings with iconic supersized eyelashes. Her vibrant murals can be found around the city as well as commissioned walls, restaurants and establishments. Filled with colour and energy, Jelly’s emotive artwork promotes love and self-worth, often featuring affirmations such as ‘You Are Enough’.

Jelly has exhibited in exhibitions around London as well as Miami, LA, Naples and Brazil. She also thrives at immersive, collaborative events and has worked with: The Vaults Festival, Art House Project, Battle Cancer Graffiti Jam, the Virtual Cheltenham Paint Festival, the viral Background Bob project and Whitecross Street Art Festival.

https://instagram.com/jellyjartist

Pete Obsolete

Pete has been living and working in Manchester as an artist for the past 10+ years, doodling, painting, hosting and rapping with some of the best artists and musicians this city has to offer. He describes his style as ‘creative illustration’, and likes to combine lyrics, symbols, portraiture, patterns and runic elements in my work, as well as a bit of energy, character and ‘fun’.

He paints canvases, interior design for walls and murals, produces custom-designed trainers, design patterns, and signage and window-art for local businesses. He has designed album artwork, clothing and merchandise, logo’s, patterns and promotion for his own brand ‘ObsoleteFormats’ and many others.

https://www.instagram.com/peteobsolete/?hl=en

Chris Hawkes

With a camp, glamorous aesthetic, Chris Hawkes’ work presents a highly feminine yet unapologetic style as an act of rebellion against the machismo of painting. Working with multiple visual languages they blend figurative and abstract elements to create highly processed paintings. Ideas of the sampled image, gender, taste and queer identity are played with in their work, as they weave the auto-biographical with images lifted from art history and contemporary culture.

Since graduating in 2017 from the Fine Art Painting BA at University of Brighton, Hawkes has exhibited in London, Brighton and Liverpool. As well as completing a two-month residency in Chongqing, China in

2018 and studying at The Essential School of Painting in 2020/2021 having been awarded the Newman Young Artist Scholarships.

https://www.instagram.com/chrishawkes_/?hl=en

Nomad Clan

Nomad Clan is the collective of Cbloxx and AYLO, an internationally-acclaimed, street art muralist duo based in the North of England.

When the pair collaborate the fusion delivers an unmistakable style. Each mural has a strong significance to the environment it sits in. Often their work is inspired by local history or folklore but on a deeper level often joins the dots between the past and present, shining a light on socioeconomic issues, patterns and loops in time, for example the demise of industry and lack of jobs, inner city social deprivation, etc.

Nomad Clan have been noted as ‘One of street art’s finest duos’ by Widewalls magazine the world’s largest street art online publication, as well as ‘Street arts hottest UK talent’ by Global Street Art blog and pegged as one of the top 5 street artist in the world by The Guardian NewsPaper.

https://www.instagram.com/nomad.clan/?hl=en