R/GA Chicago campaign also includes Instagram and OOH galleries featuring female artists.
Just 5 percent of artists in permanent collections at art galleries are women. To raise awareness about the imbalance, Pepsi and R/GA Chicago created an open gallery outside Lincoln Center, as well as a virtual gallery on Instagram. The campaign was dreamed up by a team led by AJ Hassan, the creative behind Leo Burnett's "Like a Girl." A new set of Lifewtr bottles are adorned with images by artists Trudy Benson, Lynnie Z and Adrienne Gaither. Digital and OOH placements will also feature work from female artists.