Programming
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Robyn Moody set up a "mark removal" booth in the antibody gallery. He offered the following services: sanding or filing down marks on buttons and rivets, removing all tags (except for washing instructions), masking with blank fabric squares all embroidery, prints and stickers that could not be removed. Moody acted directly in the heart of the Mile-End neighborhood (4832 St. Laurent Blvd.). Her project touched on the notion of identity, authenticity and autonomy. It raised questions about the label, the logo and the economic power that comes with it.
And now a few words about our sponsors...
In Lethbridge, there is a white Camaro with the NIKE logo painted on the hood. The owner of this car, so loyal to his favorite company, decided to give free publicity to this corporation that has apparently given him so much. If only more people would do this for their communities...
Are you a Coke or Pepsi person? Chevrolet or Ford? McDonald's or Burger King? Energizer or Duracell? We often hear Coke fans mocking other "inferior" colas, proudly and convincingly announcing their loyalty to their soft drink as if it were their motherland. What does it mean when you define yourself by your favorite brand?
With the Brand Removal Service project, I am not pointing fingers at those who openly express their commercial loyalty. This behavior can be justified. I don't want anyone to be ashamed. I don't want to sound dogmatic either. I want members of the general public to ask themselves what they are loyal to - and why they are loyal to a particular company - especially if one considers, in all likelihood, that one's affection for the company is unrequited.
