The Drum Awards Festival - Extended Deadline

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Date: Aug 2019
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Bombay Sapphire’s latest campaign continues the brand’s focus on art and creativity with #FindYourCanvas, a social art experiment that crowdsources its artists to create a robotic art installation in Los Angeles.

The gin brand stated that it is driven by the belief that “creativity lives within us all, yet is often overshadowed by life’s responsibilities”. It states that Bombay Sapphire is “on a mission to reawaken that inner creativity by providing opportunities for everyday consumers to discover their own unique inspirational catalyst.”

To kick off the initiative the brand is debuting ‘Painted by Everyone,’ a crowdsourced initiative that invites creatives across the US to paint a large-scale masterpiece.

Through 1 September, consumers are invited to visit paintedbyeveryone.com to select a color and pixel in order to leave their mark on a largescale canvas displayed at the Row in downtown LA. Users will be able to view a live feed as their contributions are painted onto the canvas in real time by two VTPro robotic arms that will take input from tens of thousands of online users to generate the art. Every participant will be credited as an exhibiting artist.

The final creation will be unveiled at The Other Art Fair LA on 5, where the brand will host a series of workshops at the fairs throughout the year, taught by the brand’s tribe of creatives including celebrity hair stylist Daniel Moon, makeup artist Mimi Choi, actor and filmmaker James Bland, DJ Amrit, photographer Ravie B. Varona, and graphic designers Jessica Walsh and Ramzy Masri. The classes will provide fairgoers the chance to explore and discover a range of unexpected creative mediums that will encourage everyone to find their own canvas. Beyond the fairs, the brand will also offer free three-month subscriptions to the online learning platform Skillshare's database of nearly 25,000 creative classes.

Credits

Agency: BBDO New York

Client: Bombay Sapphire