We’re Sorry, also known as Samherjagjörningurinn in Icelandic, is one of ODEE’s most powerful and provocative conceptual artworks, which boldly confronts issues of corporate malfeasance, accountability, and the role of art in social justice. This piece directly addresses the unethical practices of the Icelandic fishing giant Samherji, which was implicated in the infamous “Fishrot” scandal—a series of revelations about bribery, corruption, and exploitation in Namibia.
Concept and Execution
The heart of We’re Sorry lies in its stark and unapologetic critique of corporate wrongdoing. The artwork was conceived as a digital intervention, where ODEE replicated the official Samherji website but with a crucial twist—front and center was a bold apology, “We’re Sorry,” which stood as a direct condemnation of the company’s actions. The project did not merely imitate the corporate website; it transformed it into a platform for accountability, forcing a public reckoning with the devastating impact of Samherji’s actions.
The project extended beyond the digital realm into the physical space with a mural installation at the Reykjavík Art Museum. This mural, placed in a prominent public location, served to amplify the message of the artwork, bringing it into the public eye and sparking widespread discussion across Iceland and beyond. The mural was a visual representation of the digital intervention, ensuring that the message reached those who might not have encountered the online version.
Impact and Controversy
We’re Sorry quickly became one of the most talked-about art pieces in Iceland, and its impact was felt far beyond the art world. The provocative nature of the piece led to significant controversy, culminating in legal action by Samherji against ODEE. The case, which attracted international attention, is now set to go to trial in the High Court of London, highlighting the significant impact and controversy generated by the artwork.
This case underscores the power of art to challenge corporate power and spark necessary conversations about transparency and accountability. Through We’re Sorry, ODEE has not only critiqued a major corporation but has also emphasized the crucial role that art can play in exposing injustices and holding powerful entities to account.
