SunChips® recently brought back its “Art Seen” campaign to give diverse artists a stage on the ground in Miami during one of the premier moments in the global art scene. With less than 15% of art in permanent collections in the U.S. is created by women and people of color according to research, the campaign’s return looks to turn this around.
The brand partnered with art curator and collector, singer, and diversity advocate Mashonda Tifrere for the launch second year of “Art Seen” campaign. Tifrere is the founder of ArtLeadHER and Art Genesis, organizations that elevate female and diverse artists and curated the second launch of the campaign in Miami November 30 – December 2. The “Art Seen” show was featured at House of Pod, a series of experiential activation houses launched by Pod Digital Media, the first multicultural podcast agency network.
Those at the show who were at the show in Miami were able to cast their vote for their favorite “Art Seen” artists with Sunchips then commissioning the three who receive the most votes to create exclusive artwork for SunChips bags and other brand platforms. This includes having their work “seen” on more than 20 million SunChips® bags and on SunChips® social media and advertising.
“Sharing diverse viewpoints is essential to creating a world in which we all feel seen,” says Rhasheda Boyd, vice president of marketing at Frito-Lay. “Art is an incredible way to express unique perspectives. As a brand that encourages people everywhere to embrace their one-of-a-kindness, we’re leveraging this important cultural moment in Miami and our brand platform to highlight these talented artists and share their work with art fans across the country.”
Don’t worry if you were not able to visit the “Art Seen” pop-up in Miami. A digital “Art Seen” gallery opened at SunChipsArtSeen.com November 30 and goes through December 18 so art lovers across the U.S. can explore the collection and vote for their favorite artists.
“I’m proud to partner with SunChips® on ‘Art Seen’,” says Tifrere. “Their goals to encourage diversity in art and bring awareness to underrepresented talent mirror my own. Artists from underrepresented communities must have a stage to exhibit their work – something that has been a focus of mine for years – and I’m excited to continue giving these artists their deserved