Chips Ahoy's Happy By Design campaign connects snackers—wherever they are in the world—to an augmented reality art gallery that showcases the work of multicultural artists. For this campaign, the brand worked with the High Museum of Art in Atlanta and Boys & Girls Clubs of America.
The experience powered by AR lets people use a mobile device to reveal a virtual gallery featuring the works of eight multicultural artists, including teens from Boys & Girls Clubs. With this virtual art gallery, viewers can tap on each creative work in order to see a description of the artwork and learn more about the artist.
This campaign shines a light on the fact that just 15% of creative work in museums is made by artists of color.
Interactive AR Galleries
Chips Ahoy's Happy By Design Campaign Spotlights Multicultural Artists
Trend Themes
1. Interactive AR Galleries - Emerging trend of brands leveraging augmented reality to create interactive art galleries that showcase multicultural artists.
2. Multicultural Representation in Art - Growing trend of highlighting the work of multicultural artists to address the lack of diversity in the art industry.
3. Mobile AR Experiences - Increasing trend of using mobile devices to create immersive augmented reality experiences for viewers.
Industry Implications
1. Food and Beverage - Opportunity for food and beverage brands to incorporate augmented reality into their marketing campaigns to engage customers and showcase diverse talent.
2. Art and Culture - Opportunity for art and cultural institutions to use augmented reality to create virtual galleries that promote multicultural representation in the art world.
3. Technology and Mobile - Opportunity for technology and mobile companies to develop innovative tools and platforms for creating interactive augmented reality experiences.