Digital art is surely one of the most contemporary art forms today and Petronas Lubricants International or PLI is riding on this wave as part of their centenary celebrations. Calling it Fluid Art, this is part of the company’s efforts to engage people from all over the world through its digital fluid art gallery, a first in the world.
How this Fluid Art Movement works is that participants are invited to produce their own art works which will then be voted by viewers for the best among all. An art palette with 8 colours are provided and the ‘artist’ is able to create their own artwork using the size of the strokes and fluidity options available. To kick start the campaign, Petronas got Michael Schumacher and Nico Rosberg, drivers with their Mercedes AMG Petronas Formula One team to try their hands in the new craft during the launch.
Both the drivers ‘painted’ race cars and the competition has garnered quite a response around the world since then. The winner of the competition will be winning an all-expense trip to the F1 Grand Prix of America in New York next year. This contest will involve 22 countries in which PLI has offices and the ones with the highest votes will be the winner. Amir Hamzah, the CEO of PLI said that using the Fluid Art Movement was very appropriate as lubricants are fluid in itself. The project was held by PLI with Arachnid Sdn Bhd, a digital agency and international advertising agency Leo Burnett.