LORD SHED x IRIEDAILY | Crunchy Trains Tee

Ads like this are everywhere. Bright colours are used to advertise “Lord Shed’s Crunchy Trains”. This is apparently a new cereal variety aimed at children. Some passers-by walk by and take a quick look at the billboard. Those who take a closer look are briefly irritated, but after a short while they start to smile. The spray can and the trains make it clear at second glance that no real breakfast alternative is being advertised here.

Although at first glance the design appears identical to the advertising campaigns of other muesli manufacturers, the details reveal that this is a form of adbusting. Adbusting consists of advertising posters that are distorted or redesigned to spread messages or ridicule the original meaning. SHED has even created an advertising campaign for a product that doesn’t exist! Unfortunately, you won’t find the cereal in any supermarket, but you will find it as an exclusive artwork on a T-shirt in our shop!

The creator of “Lord Shed’s Crunchy Trains” is Erich Willner aka LORD SHED. He describes himself as an urban artist and was born in Linz in 1980. He began spraying there at the age of 13 – inspired by a graffiti workshop. His love of colour led him from an apprenticeship as a paint salesman to a degree in art history, which he completed with a master’s thesis on the Austrian artist Fritz Aigner.

In 2018, he began adbusting. His aim is to mislead viewers and be more critical of his surroundings. And so, since 2018, he has been creating murals and billboards that resemble advertisements. “Lord Shed’s Crunchy Trains” is just one of many motifs that have been created in this way.

Where did the “Crunchy Trains” campaign come from?

In 2018, I sat down with the collective “Die Schule des Ungehorsams” and we talked about a project where we wanted to encourage artists to create fake advertisements for billboards. Unfortunately, the project never came to fruition and all that remained was a vision that I left lying around for over a year. But the idea stuck with me and then I just spun it further and made it my personal commission. However, I didn’t want an advertising poster and commercial, but rather a large spray-painted façade. In cooperation with the KU-Linz, I recruited an area that was a good 200 square metres in size. However, this plan was ruined by the refusal of a municipal house owner and then I switched back to the old vision – the advertising billboards!

I then spent hours looking at cereal boxes in shops or on the internet trying to understand the style concept. I then passed the concept on to my graphic designer friends with clear instructions.

What do you draw inspiration from?

The best new views are those you get over a few beers with good friends who have nothing to do with graffiti art. At 2 o’clock in the morning they often come up with really good ideas.

Where and how do you work best?

Preferably alone and I like to paint commissions at night. Graffiti writing, in the hall, ideally with my crew friends, having fun and a few beers. For big commissions I have good friends/colleagues who support me.

What was one of your favourite projects and what upcoming projects are you looking forward to?

I had the honour to work with the famous cartoonist Gerhard Haderer. And I was pleased that he had complete confidence in me for the realisation. At the moment I’m sitting in a huge boxing hall, which is being sprayed by me. It’s my former boxing club where I was in the ring for 9 years. It is now 6am and I am writing these lines. Behind me I have a large wall that is almost finished.

Making of Lord Shed’s crunchy trains

Please activate JavaScript to view this video.
Video-Link: https://www.youtube.com/watch?v=jMNY3qZMYDw

Who would you like to work with, dead or alive?


How has the Corona Pandemic affected your everyday life as an artist?

Quite strongly. Especially in the beginning in 2020, no one could deal with the situation. 70-80% of the customers dropped out. In the meantime, in 2021, things have changed completely. The crisis is still there, but I am very well booked.

Thanks from SHED to: Sarah Perndorfer, FUCKHEAD, KRONOSMEDIA and HOMBRE (Thanks for your understanding)

Lord Shed’s crunchy trains cereals commercial

Please activate JavaScript to view this video.
Video-Link: https://www.youtube.com/watch?v=Rfjnj9QiKqA
more topics: art bike collection event film iriemembers items of the week music nachhaltigkeit podcast skate