Chips Ahoy! Launches “Happy by Design” Campaign to Inspire Change Through Augmented Reality
Chips Ahoy! Launches AR Campaign to Inspire Change in Art World
Chips Ahoy! has recently unveiled a groundbreaking new campaign that aims to inspire change in the art world through the use of augmented reality (AR). The campaign, titled “Happy by Design”, is designed to provide a national platform to showcase the works of up-and-coming multicultural artists.
According to a statement released by the brand, the goal of the campaign is to create a world where all teenagers have equal access to multicultural art and are inspired by creativity. Despite the fact that 48 percent of teens identify as persons of color, only 15 percent of creative work in museums is created by artists of color. Chips Ahoy! hopes to shine a spotlight on the need to bring underrepresented artists into creative spaces and encourage diversity and accessibility in the arts community.
To bring this vision to life, Chips Ahoy! has partnered with two organizations that share the brand’s ethos. The first is Atlanta’s High Museum of Art, which features exhibitions from a diverse range of artists, including women, artists of color, and LGBTQIA+ artists. The second partner is Boys & Girls Clubs of America, which provides young people with access to arts resources and programming to foster creativity and self-expression.
The AR experience features artwork from eight aspiring multicultural artists, including teenagers from Boys & Girls Clubs. Viewers from across the nation can interact with and learn about the teens’ artwork virtually. For every view of the art through the virtual experience, Chips Ahoy! will donate $1 to fund arts programming that supports multicultural creativity.
In addition to the national AR experience, visitors to the High Museum of Art can use the AR experience inside the museum to see the artwork come to life on gallery walls. Chips Ahoy! has also pledged $1 million to fund arts programming at Boys & Girls Clubs of America over three years, raising awareness in communities where arts programs have been defunded.
“At Chips Ahoy!, we’re proud to champion multicultural artists and give them a platform to share their inspiring creativity with the world. A world filled with diverse art brings happiness to not only those who create it, but also those who enjoy it,” said Sabrina, senior director for the Chips Ahoy! brand.
The campaign is set to run through November 15, 2023, and is part of a larger trend of brands using technology and AI in creative ways for their campaigns. Other recent examples include Vogue’s collectable cover with embedded audio content and Disney’s interactive activation on TikTok.
