Republik Promotes Third-World Artists

ATLANTA The Republik’s first work for new client One World Market asks consumers to relate to the artists of impoverished countries.

The Chapel Hill, N.C., agency created three posters printed with natural inks on recycled paper for the Durham, N.C.-based client, a nonprofit vendor of third-world crafts.

Headlines such as “You don’t need a tortured soul to create meaningful art. An empty stomach will do” are paired with line drawings of artisans and their crafts, most of which retail for under $50.

One World Market, affiliated with Ten Thousand Villages of Akron, Pa., markets the handicrafts of artists from villages in Saharanpur, India, Chili and the Democratic Republic of Congo, formerly Zaire.

Commissions vary by item, but artists generally receive about 25 percent of the final purchase price, according to agency CEO Robert Shaw West.

The campaign also includes ads launching this month in dailies and alternative newspapers in North Carolina markets.

Production credits go to West, creative director; Scott Pridgen, art director; and Neveen Hegab, copywriter. Durham illustrator David Terry created the line drawings.