Writer Nancy Lazarus hops over to Pratt Manhattan Gallery for a creative collaboration between Pratt Institute and Hennessy V.S.
Pratt MFA student Eduardo Palma’s winning project, an interactive poster. (All photos: Pratt Institute/Peter Tannenbaum)
Pratt Institute once again teamed with Hennessy for the “Wild Rabbit” contest. The third annual competition challenged nine Pratt students from six creative disciplines to create works of art based on Hennessy’s M.O., “never stop, never settle,” symbolized by the constantly striving bunny brand icon. A panel of seven industry judges recently viewed the works at Pratt’s Manhattan Gallery and selected the top three winners, who will fly to Los Angeles next week for an event where their works will be on display in conjunction with the launch of a Shepard Fairey-designed bottle of Hennessy V.S. Multi-layered approaches marked the common themes for the winners, though they hailed from different geographic areas and interpreted the assignment differently. Here’s a look at the winning projects.
First place ($10,000): Eduardo Palma (at right), from Bogota, Colombia, MFA in communications design
His wild rabbit: Impacting culture through language
Es Mejor ser Rich que Poor (“It’s better to be rich than poor”) is the statement on Palma’s wall-size poster, set in Friz Quadrata. The surface layer shows a Latin American map in the tones of American currency, divided into cutouts of heavy cardstock.
Palma invited viewers and judges to remove the postcards, uncovering another saying, Plata or Plomo (“Money or Lead”). The quote is from Colombian drug trafficker Pablo Escobar, who enforced a bribes-or-bullets program. The bottom newsprint layer shows images in red, yellow, and blue—the colors of the Colombian flag—and depicts Escobar becoming Donald Trump.