R/GA

New York, United States
TitleOpen Gallery
BriefLifewater (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
Campaign Open Gallery
Advertiser LifeWTR
Brand LIFEWTR
PostedNovember 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
Managing Director
Executive Creative Director
Associate Creative Director
Associate Creative Director
Managing Director
Strategy/Planning
Strategic Planner
Producer
Producer

Our Work