Marina Abramović revives 'Work Relation' for Adidas World Cup campaign
Marina Abramović has transformed her 1978 piece 'Work Relation' into a modern short film and Adidas advertisement. This black-and-white visual was crafted for the 2014 FIFA World Cup in Brazil and features diverse performers transporting stones in various ways: individually, in pairs, and as a collective. Among these methods, the human chain approach, which involves the participants donning Adidas footwear, proves to be the most efficient. Abramović emphasized that this configuration symbolizes endurance and connectivity. The work underscores themes of teamwork and unity, merging the worlds of athletics and contemporary artistry, although some critics point to its commercial aspects.
Key facts
- Marina Abramović recreated 'Work Relation' for Adidas
- Original performance was from 1978 with Ulay
- The video is a hybrid of short film, advertisement, and artist video
- Shot in black and white
- Commissioned for the 2014 FIFA World Cup in Brazil
- Performers move stones across an empty room
- Three strategies: alone, in pairs, or as a team (human chain)
- Abramović narrates the video
Entities
Artists
- Marina Abramović
- Ulay
Institutions
- Adidas
- Artribune
Locations
- Brazil