It looks like a brand, it talks like a brand,
it moves like a brand, but it’s not !
AITF is an art intervention initiated in 2004 by Nicolas Premier and Patrick Ayamam to challenge mainstream media’s representation of Africa and more generally of the World.
Noting that brands are entities which have a great symbolic impact in today’s world, the two friends create a t-shirts line named AFRICA IS THE FUTURE.
Over a decade they use all the communication tools * of a « real brand» to smash media cliches by ingraining this provocative slogan into public space.
* Multimedia websites, merchandise, sponsoring, product placement, social networking, video or photography.
TEN YEARS AFTER
million Google hits
The AFRICA IS THE FUTURE slogan is now picked up by journalists, politicians, or artists, referenced in articles, speeches and music tracks. It has become a pop culture phenomenon. Go on Twitter, it has its own hashtag. Google it, get 25 million hits !
For some it’s a reality while for others it remains a subject of debate. But that is not the issue at hand. According to Nicolas and Patrick, most importantly, this postulate still invites today each one to reconsider his vision of the world and, above all, to think for oneself.
For us, the end of 2014 will also mark the end of the t-shirt production. However, we re-edit throughout this year our most popular pieces. So, if you have missed one of those or if you don’t even have one, we offer you one last chance to grab it before it is too late !
To celebrate AITF 10 Years Anniversary, we imagined Africa as the first world power through covers of a fictitious magazine.
AITF TEN YEARS ANNIVERSARY
Imagine: it’s 2034. The African Continent has been renamed « The United Republics of Africa » (U.R.A) and has become the dominant global power. The U.R.A is the leader and driver of technology, space travel, art, film, fashion, architecture and more.
U.R.A’s most widely read, most profitable publication is AITF Magazine. As the iconic Life Magazine covers illustrated American growth post-World War II, AITF Magazine covers relate the economic and political rise of the United Republics of Africa.
The familiarity of Life covers, emblematic of the American Dream, suits beautifully this parodic diversion. It is no Nostradamus inspired effort to predict the future. AITF covers are an ironic transposition of the World as it is presented in international media.