Vuse, the world’s leading vape brand**, and partner McLaren F1 Team, today unveiled a mural, created by an artist from Bogotá, Colombia, during one of the world’s most exclusive races, on the monaco by the sea at the Grimaldi Forum. The mural marks the last activity as part of the Motivated by change program, which offers underrepresented creative talents from around the world the opportunity to show their passion and work on one of the largest and most visible stages in the world – elite motorsport.
The artist, DAST, is a 38-year-old Colombian muralist who was chosen to create the work in monaco because of his passion for art which has guided his creative activities over the past ten years. Like a Bogotá native, DAST is surrounded by a wealth of inspiration, including the diverse geographies and rich heritage of Colombia – something completely opposite to the usual glitz and glamor seen along the monaco seaside. These elements inspire DAST to step out of its comfort zone and create murals that explore the relationships between people, places and spaces.
DAST’s gritty artwork and bold personality has been expertly captured in this live-action mural, which juxtaposes beautifully with the classic, glossy monaco urban landscape. Chosen for its unique style, embracing the geometric shapes, colors and relationships that occur in public spaces between buildings, streets and pedestrians to inspire and inform the abstract mural. Featuring DAST’s signature geometric composition, the mural, which DAST painted in real time, draws inspiration from the themes of speed, combined with the aerodynamic design of the McLaren F1 team car and the vibrant colors of papaya and blue.
DAST, independent artist, comments: “I have been pursuing a career in art and design for over 10 years and opportunities like this are rare. When I first started creating my designs, in my home in Bogotá, I never would have thought that ‘one day I will have the opportunity to live my dream of becoming a full-time artist and have my work featured at one of the most exclusive Grand Prix™ races and paint the mural in real time on a beautiful canvas such as monegasque the seaside makes the opportunity even more special!”
“The past six months have truly been life changing. It’s an honor to be one of the creatives involved in Vuse’s Driven by Change initiative and I hope to see more creatives like me take part in this incredible opportunity to showcase their work, passions and values on the global motorsport platform.”
Motivated by change created in December 2021 to FORMULA 1 ETIHAD AIRWAYS ABU DHABI GRAND PRIX™ 2021, where McLaren unveiled a unique livery designed by an Arab artist, Rabab Tantawycelebrating the first time that a female artist from the Middle East had this kind of opportunity. This year, Driven by Change officially debuted at the Miami Grand Prix™ where American photographer, Jonathan Walkercaptured content from the streets of Miami and on the circuit. Jonathan has worked alongside McLaren’s digital content team, gaining valuable experience, industry contacts and skills.
John BeasleyGroup Head of Brand Building, BAT, comments: “We are truly proud of the opportunities the Driven by Change initiative has already provided to emerging creators such as Rabab Tantawy Jonathan Walker, and now DAST! It’s great to see the raw passion, grit, geometric style and unique vision of DAST come to life on a completely juxtaposed canvas such as the monaco seaside. Our activity with Driven by Change shows how committed Vuse is to making the dreams of emerging artists a reality.”
The initiative is part of Vuse’s ongoing ambition to accelerate the creative pursuits of underrepresented creative talent around the world, working with McLaren to identify opportunities to bring their work to life, helping to showcase creatives from diverse backgrounds to the masses. The works of DAST will be exhibited for one night only, on Saturday 28e at the Grimaldi Forum, ahead of the GRAND PRIX DE FORMULE 1™ DE MONACO 2022 on Sunday 29e of May.
Rabab Tantawy comments: “I could never have imagined the opportunity Driven by Change has given me. Becoming the first artist to have an original piece of art on track was one of the most amazing things that has happened in my life. career. The opportunity has truly changed my life. I’m thrilled to be involved with Driven by Change this year, working alongside Vuse and McLaren to continue to change the lives of underrepresented artists, like me.”
When launching in August, creatives around the world will have the opportunity to apply to be selected for future Driven by Change opportunities, including having their work showcased at an upcoming Grand Prix™, unique exclusive collaborations with the McLaren F1 team. Specific opportunities, dates and times for submission will be announced shortly.
For more on DAST’s story, visit Vuse and DAST’s social media. More information about the Driven by Change initiative and how creatives can get involved in these unique opportunities will be shared later this year.
Notes to editors:
BAT is a leading multi-category consumer goods company whose goal is to build a better future by reducing the impact of its business on health by offering a greater choice of pleasant and less risky products for consumers. adults. The company continues to be clear that combustible cigarettes pose serious health risks, and the only way to avoid these risks is to not start or stop. BAT encourages those who would otherwise continue to smoke to switch completely to scientifically proven, reduced-risk alternatives*. In order to achieve this, BAT is transforming into a truly consumer-centric multi-category consumer products company. BAT employs more than 53,000 people and operates in more than 180 countries, with 11 million outlets and 45 factories in 43 markets. The Company’s strategic portfolio is comprised of its global cigarette brands and a growing line of reduced risk* new category tobacco and nicotine products and traditional non-combustible tobacco products. These include vapor, tobacco heating products, modern oral products including tobacco-free nicotine pouches, as well as traditional oral products such as snus and wet snuff. In 2020, we had 13.5 million consumers of our non-combustible products, an increase of 3 million over the previous year. BAT Group generated revenue of £25.8 billion in 2020 and operating profit of £9.9 billion.
*Based on weight of evidence and assuming complete smoking cessation. These products are not without risk and are addictive.
**Based on Vype/Vuse’s estimated value share from RRP in measured retail for Steam (i.e. total Steam category value in retail sales) in the UNITED STATES, Canada, FranceUK, Germany. These 5 markets cover approximately 77% of the world NTO in closed steam systems, calculated in June-July 2021.
About McLaren Racing
McLaren Racing was founded by New Zealand racing Pilote Bruce McLaren in 1963. The team competed in its first Formula 1 race in 1966, since McLaren has won 20 Formula 1 World Championships, more than 180 Formula 1 Grands Prix, the 24 Hours of Le Mans on its first attempt and the Indianapolis 500 three times. McLaren Racing currently competes in Formula 1 worldwide and INDYCAR in the United States.
The team is contesting the 2021 FIA Formula 1 World Championship with Lando Norris and Daniel Ricardoand in the 2021 INDYCAR series with Arrow McLaren SP drivers Pato O’Ward and Felix Rosenqvist. McLaren was the first F1 team to be certified carbon neutral a decade ago and successfully won the Carbon Trust Standard Award, most recently in February 2021. They were also the first team to receive the FIA Institute Environmental Award in 2013, which they have always maintained at three-star level.
In 2022, McLaren Racing will enter a new category of motorsport by entering a team in Extreme E, the innovative all-electric off-road racing series that highlights the impact of climate change.
About Rabab Tantawy
Born in 1971 in Cairo, Rabab Tantawy grew up watching her mother draw and create. Although she did not pursue an artistic career from the start, Rabab always kept an interest in the arts and taught herself different techniques, ranging from very traditional mediums like oil painting to modern mediums like aerosol paints.
When Tantawy decided to devote herself to the arts, she got involved in several exhibitions while actively pursuing street art.
Working with a multitude of mediums, the artist has created a playful approach to the otherwise serious concepts that ground his work. His greatest interest is unity, community and heritage.
While we can often see artists approaching these subjects from a political perspective, Rabab tries to bridge the gap and render these subjects through the prism of universality.
Rabab is an intuitive artist. She does not work with preliminary sketches; it uses the web as a direct download medium. There is no expectation for an end product. In a way, the product is the creative process itself.
Line and color are the pillars of Tantawy’s work. Whether abstract or figurative, the artist’s work starts from the line. The lines work like a skeleton, informing the whole process of creating the work. Whether it’s soft, flowing lines or strong angular lines, this stage sets the pace of the work. While many artists choose to work with limited color palettes, Tantawy transitions from classic earthy colors to strong neon colors in the same series with the same ease that she transitions from one medium to another.
Photo – https://mma.prnewswire.com/media/1828164/Vuse.jpg