The Social Street Mumbai creates ‘save the art save the artists’ campaign for Woodarts.in

Woodarts.in is a website that promotes handcrafted wooden frames, a fast disappearing art form ever since preference has shifted to machine cut frames which have faster production times. Woodarts.in wanted to educate people about the artistic value of handcrafted frames, once popular in Eastern India, and spread awareness about the dying art.

VIEW THE CONCEPT

Through the “Save the Art, Save the Artists” campaign, The Social Street decided that the best way to promote the dying art, was to let the work speak for itself. The wood carvers were asked to incorporate hard-hitting messages directly into the pieces. These heartfelt messages were inspired by the crafters’ lives, history and struggles. It encapsulated the challenges they face against the machine. So, each piece of work, handcrafted art by itself, became the message as well as the medium.

The Sequeira family, one of the oldest set of practitioners of this art, created these handcrafted masterpieces for us. In art galleries across India, we showcased the work of the Sequeira’s, putting them in an environment they deserve – among other artists.

By showcasing this art in an art gallery exhibition, we put emphasis on the artisan’s struggle, directly to those who valued and appreciated the art!

Credits –

Production House: QED Films