Chips Ahoy! Empowers Multicultural Teen Artists Through an Augmented Reality Campaign Celebrating Diversity
Introduction
In a bid to foster diversity and accessibility in the creative space, Chips Ahoy! has launched its innovative “Happy by Design” campaign. This augmented reality (AR) platform, developed in partnership with Atlanta’s High Museum of Art and the Boys & Girls Clubs of America, aims to showcase the work of talented multicultural teen artists. By leveraging technology and supporting emerging artists, Chips Ahoy! is strengthening its connection with younger audiences and making a meaningful impact on art programming.
The “Happy by Design” Campaign
The “Happy by Design” campaign by Chips Ahoy! is a testament to the brand’s commitment to promoting diversity and accessibility in the creative realm. The campaign not only provides a platform for multicultural artists to exhibit their work but also aims to bridge the gap between representation and visibility. According to research highlighted in press materials, while 48% of teens identify as people of color, only 15% of creative work displayed in museums is created by artists of color. Chips Ahoy! seeks to change this narrative by championing multicultural artists and celebrating their inspiring creativity.
Partnering for Success
To bring the “Happy by Design” campaign to life, Chips Ahoy! collaborated with the High Museum of Art and the Boys & Girls Clubs of America. These esteemed institutions played a pivotal role in curating and showcasing the artwork of eight aspiring artists. The collaborative effort aimed to provide a platform that transcends physical boundaries, making the art accessible both online and in-person at the museum.
Augmented Reality Experience
Central to the “Happy by Design” campaign is an interactive AR experience powered by Niantic’s 8th Wall. This immersive technology enables users to view, interact with, and learn about the art created by the talented teens from the Boys & Girls Clubs across the United States. The AR experience not only allows individuals to appreciate the artwork but also fosters a deeper understanding of the artists’ stories and inspirations.
Democratizing Art Appreciation
The AR experience developed by Chips Ahoy! breaks down barriers to art appreciation by making it accessible to anyone in the United States. Through a virtual lens, users can explore the vibrant artwork of multicultural teen artists, regardless of their geographic location. This democratization of art appreciation allows individuals from all walks of life to engage with diverse artistic perspectives and find inspiration in the stories behind the artwork.
Supporting Arts Programming
In addition to creating a platform for emerging artists, Chips Ahoy! has committed to a three-year, $1 million pledge to fund art programming at Boys & Girls Clubs of America. By investing in arts education and resources, Chips Ahoy! aims to provide opportunities for young artists to thrive and explore their creative potential. The campaign’s charitable component demonstrates the brand’s dedication to empowering the next generation of artists and fostering a more inclusive creative landscape.
Art for a Cause
To further support arts programming, Chips Ahoy! has implemented a donation mechanism tied to the virtual AR experience. For every view of the artwork through the AR platform, Chips Ahoy! will donate $1 to help fund arts programming. This initiative not only encourages engagement with the artwork but also actively contributes to the growth and sustainability of art programs for young artists. Additionally, each time someone uses the AR experience within the High Museum of Art, Chips Ahoy! will donate an additional $1 to the museum, creating a tangible impact within the local artistic community.
Chips Ahoy! and Gen Z Connection
Despite its 60-year history, Chips Ahoy! has successfully cultivated a strong connection with Gen Z consumers. The brand’s ability to resonate with this demographic is evident from its inclusion as a Top Gen Z brand by Morning Consult. Chips Ahoy! has recognized the importance of embracing new platforms and engaging with younger audiences on their preferred channels.
Embracing Social Media
Chips Ahoy! has embraced social media platforms such as TikTok to connect with Gen Z consumers. The brand’s animated cookie spokescharacter, Chip, maintains a vibrant presence on TikTok, leveraging viral trends and engaging content to capture the attention of young audiences. By staying active on popular platforms, Chips Ahoy! ensures that its messaging is relevant and accessible to its target demographic.
Collaborative Partnerships
To further solidify its connection with Gen Z, Chips Ahoy! has pursued strategic collaborations with influencers and brands that resonate with this audience. In 2022, the brand activated a promotion on the popular video game franchise NBA 2K on Twitch, tapping into the gaming community’s enthusiasm and fostering brand loyalty among young gamers. Chips Ahoy! has also partnered with The Shoe Surgeon and NTWRK for merchandise drops, leveraging the appeal of limited-edition collaborations and streetwear culture.
Conclusion
Chips Ahoy! has proven that age is no barrier to staying relevant with younger audiences. Through its “Happy by Design” campaign, the brand not only showcases the talent and creativity of multicultural teen artists but also creates a platform for these artists to thrive. By leveraging augmented reality and supporting art programming, Chips Ahoy! is fostering diversity, accessibility, and inclusion in the creative space. Through its commitment to empowering the next generation of artists, Chips Ahoy! is leaving a lasting impact on the art world and inspiring a new wave of creativity among young individuals.