Chips Ahoy! gives multicultural artists a platform with immersive AR experience

Chips Ahoy! has unveiled a new campaign that aims to inspire change through augmented reality (AR).

The campaign, titled "Happy by Design", provides a national platform to highlight the different works of up-and-coming multicultural artists. The brand said in a statement that it wanted to help design a world where all teenagers have the same opportunity to access multicultural art and be inspired by art and creativity.

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Unfortunately, while 48 percent of teens identify as persons of color, only 15 percent of creative work in museums is made by artists of color, it said. 

 Chips Ahoy!'s goal for this campaign is to shine a spotlight on the need to bring underrepresented artists into creative spaces where their work traditionally isn’t found and encourage a movement of diversity and accessibility in arts communities and creative spaces. The campaign targets Generation Zs by championing artwork from this generation as well as hoping to inspire them to find their creative passions.  

To demonstrate the AR experience and share the importance of inspiring the next generation of multicultural artists, Chips Ahoy! partnered with two organisations that share the brand's ethos.

The first is Atlanta's High Museum of Art, where more than 62% of exhibitions from its most recent fiscal year feature woman-identifying or female artists, artists of color and LGBTQIA+ artists.

The second is Boys & Girls Clubs of America which provides young people with access to arts resources and programming designed to foster creativity and encourage self-expression. This partner also shares the brand's passion for championing artists from diverse communities. 

The immersive AR experience features artwork from eight aspiring multicultural artists, inclusive of teenagers from Boys & Girls Clubs. Anyone in the nation can view, interact and learn about the teens' artwork virtually.

Every time the art is viewed through this virtual experience Chips Ahoy! donates US$1 to fund arts programming, which 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 this vision come to life on gallery walls.

Chips Ahoy! has also pledged US$1 million to fund arts programming at Boys & Girls Clubs of America over three years. The pledge drives awareness to communities where arts programs have been defunded.

"At Chips Ahoy!, we're proud to champion multicultural artists and give them an opportunity to share their inspiring creativity with the world, because a world filled with diverse art brings happiness to not only those who design it, but those that enjoy it as well," said Sabrina, senior director for the Chips Ahoy! brand.

The campaign is said to run through by 15 November 2023. 

Many brands have been pushing the boundaries of technology and AI in creative ways for their new campaigns and initiatives. Vogue recently featured a collectable cover with special audio content embedded in its October 2023 print book.

The October cover is integrated with a proprietary chip technology produced in collaboration with Spatial Labs, allowing it to speak to readers. Readers can tap the NFC-enabled Continuity Chip with their smartphones to unlock an exclusive soundscape experience hosted on Vogue Singapore’s website.

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