Plano, Texas-based Frito-Lay and its brand, SunChips, has relaunched its Art Seen campaign to give diverse artists a stage in Miami. Select artists will also have a chance to have their work seen on more than 20 million SunChips bags and on social media and advertising.
“Sharing diverse viewpoints is essential to creating a world in which we all feel seen,” said Rhasheda Boyd, VP 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.”
Mashonda Tifrere, the founder of ArtLeadHER and Art Genesis, will curate a pop-up Art Seen show that people can view in Miami through Dec. 2. The “Art Seen” show will be featured at House of Pod, a series of experiential activation houses launched by Pod Digital Media. Those at the show will be able to cast their vote for their favorite “Art Seen” artist.
SunChips will commission the three artists who receive the most votes to create exclusive artwork for SunChips bags and other brand platforms.
A digital “Art Seen” gallery will open at SunChipsArtSeen.com through Dec. 18 so people can explore the collection and vote for their favorite artists.
“I’m proud to partner with SunChips on Art Seen,” Tifrere said. “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 platform.”
