Branded Trash

Enrico Policardo

There is something fascinating about trash.  It always catches your eye. The power of a faded can of Pepsi left for years under the sun, next to a thriving bunch of mushrooms sitting peacefully in the woods next to my hometown, just few kilometres from the border. That's my first memory of human dumped trash. 


The faded blue and the Pepsi logo, Pepsi - not Coca Cola because Yugoslavia was a communist country and Coca Cola was too American to be even allowed in the country. I don't know if they sold it, but I have no memory of it - at least before 1990.


Then things changed. Coca Cola cans started showing up, even in the woods. Sign of the times. Joining the West. Pepsi though, I used to like it better, especially the Yugoslavian one.  And of course there was, and there still is, Cockta: what I would describe as the Marmite of the Balkans, not because it's a spread but it elicits that same love/hate relationship.


Nonetheless, this is not a series about Yugo Nostalgia or Eastern European fizzy drinks. This is a series about litter and brands, and how much humanity is reflected in the trash it generates.


About the Artist

Enrico Policardo

Enrico Policardo (b. 1982) in Italy. He holds a degree in cinema studies and began his career as a commercial photographer. His non commercial covers several fields of interest, spanning from still life to documentary to socially and politically engaged forms of art.


“I photograph things, people and places. Form, movement and light.

I enjoy still life, get excited by great architecture, deeply moved by an old and rusty pick-up truck, or the earth, or a bench in the shade under an oak tree. I love handcrafted things and products carefully made. I love being on the streets, watching people being happy, or sad, or nothing. I like when I can connect, at a traffic light, riding my bike with a random fellow human. Sometimes I leave my camera behind and bring those memories with me the next time I press the shutter release.”