LIFEWTR - "Open Gallery"

R/GA

R/GA New York, United States

4031

Title	Open Gallery
Brief	Lifewater (LIFEWTR) believes art is as essential to life as water. Including, of course, art by women. But while 51 per cent of artists are female, their work makes up less than 5 per cent of art in permanent collections. To raise awareness, the company constructed a 60-foot gallery wall in New York City, starkly illustrating the gender gap. Water bottles and outdoor ads featured female artwork and the hashtag #ArtByAWoman was launched on Instagram, creating an open gallery and bringing visibility to the female presence in the art world.
Agency	R/GA
Campaign	Open Gallery
Advertiser	LifeWTR
Brand	LIFEWTR
Posted	November 2017
Business Sector	Museums & Monuments
Story	LIFEWTR turns their bottles into a canvas for emerging artists As we launched our Series featuring bold art by women - we uncovered a startling truth: 51% of today’s visual artists are women, but their work makes up less than 5% of permanent collections.
Problem	We ignited awareness of the issue by turning our media spaces into an open gallery for women artists through a live event in NYC, OOH and Instagram.
Media Type	Digital
Creative Director	Eric King
Managing Director	Jeff Brecker
Executive Creative Director	AJ Hassan
Associate Creative Director	Matt Mortimer
Associate Creative Director	Derek Heinze
Managing Director	Todd Sullivan
Strategy/Planning	Tyler Moore
Strategic Planner	Mara Bey
Producer	JingYi Ju
Producer	Jessie Kunnath