Chips Ahoy Empowers Multicultural Teen Artists with AR Technology
Chips Ahoy boosts multicultural teen artists with their innovative Happy by Design campaign, utilizing AR technology to display the talent of eight emerging artists
Article Brief:
The newly launched campaign by Chips Ahoy, titled "Happy by Design," aims to enhance exposure to multicultural art and provide assistance to emerging artists through an augmented reality (AR) platform, as stated in a press release.
The campaign, developed in collaboration with Atlanta's High Museum of Art and the Boys & Girls Clubs of America, presents the artwork of eight up-and-coming artists. The platform is accessible both online and in-person at the museum.
In addition, the initiative incorporates a charitable aspect and forms part of Chips Ahoy's three-year, $1M commitment to support art programming at Boys & Girls Clubs of America. This endeavor represents one of the brand's recent endeavors to establish a more robust bond with younger audiences.
Article Insight:
As part of its "Happy by Design" campaign, Chips Ahoy, the 60-year-old cookie brand from Mondelez International, is actively working towards strengthening its connection with the younger generation. Additionally, the brand is championing diversity and accessibility in the creative field. Press materials refer to research that reveals 48% of teenagers identify as individuals of color, yet only 15% of artistic contributions in museums come from artists of color.
Sabrina Sierant, senior director for the Chips Ahoy brand, stated, "At Chips Ahoy!, we take pride in promoting multicultural artists and providing them with an opportunity to showcase their inspiring creativity to the world. We believe that a world filled with diverse art not only brings joy to the artists themselves, but also to those who appreciate and enjoy it."
To support this initiative, an interactive AR experience has been developed in collaboration with Niantic's 8th Wall. This experience showcases artwork from eight individuals across the country, including teenagers from Boys & Girls Clubs. Anyone in the U.S. can access this experience to view, engage with, and learn about each teenager's art. To demonstrate the experience, Chips Ahoy has partnered with Ruth Carter, a Hollywood costume designer and a Boys & Girls Club alumnus.
Chips Ahoy is taking initiative by donating $1 for every view of the art in their virtual experience, aiming to support arts programming. Furthermore, for each use of the AR experience within the High Museum of Art, Chips Ahoy will donate an extra $1, allowing visitors to witness the art come alive on the gallery walls.
Despite its age, Chips Ahoy has managed to captivate Gen Z consumers, earning its recognition as a Top Gen Z brand by Morning Consult. The brand's beloved animated cookie spokesperson, Chip, continues to entertain audiences on TikTok. Moreover, Chips Ahoy has engaged in promotional activities such as collaborating with Twitch for the NBA 2K video game franchise in 2022 and partnering with The Shoe Surgeon and NTWRK for exclusive merchandise drops, alongside other strategic marketing initiatives.
