Titolo | Open Gallery |
Brief | Lifewater (LIFEWTR) believes art is as essential to life as water. Including, of course, art by women. But while 51 per cent of artists are female, their work makes up less than 5 per cent of art in permanent collections. To raise awareness, the company constructed a 60-foot gallery wall in New York City, starkly illustrating the gender gap. Water bottles and outdoor ads featured female artwork and the hashtag #ArtByAWoman was launched on Instagram, creating an open gallery and bringing visibility to the female presence in the art world. |
Agenzia | R/GA |
Campagna | Open Gallery |
Cliente | LifeWTR |
Marca | LIFEWTR |
Posted | Novembre 2017 |
Settore | Musei e monumenti |
Trama | LIFEWTR turns their bottles into a canvas for emerging artists As we launched our Series featuring bold art by women - we uncovered a startling truth: 51% of today’s visual artists are women, but their work makes up less than 5% of permanent collections. |
Problema | We ignited awareness of the issue by turning our media spaces into an open gallery for women artists through a live event in NYC, OOH and Instagram. |
Tipo di Media | Interattivo |
Creative Director | Eric King |
Managing Director | Jeff Brecker |
Executive Creative Director | AJ Hassan |
Associate Creative Director | Matt Mortimer |
Associate Creative Director | Derek Heinze |
Managing Director | Todd Sullivan |
Strategy/Planning | Tyler Moore |
Strategic Planner | Mara Bey |
Producer | JingYi Ju |
Producer | Jessie Kunnath |