LIFEWTR: life unseen
In partnership with Issa Rae, LIFEWTR launched a major initiative geared towards fair representation in the arts and increasing awareness of representational blind spots and systemic disparity across four major creative industries — fashion, film, music and visual arts — that impact those of diverse, underrepresented backgrounds, including people of color, persons with physical disabilities, the LGBTQ community and women.
The campaign involves a four-part approach led by an introductory short film that outlines the company’s mission to elevate the work of marginalized creators. Other components include an in-depth inclusion study developed by the Institute for Quantitative Study of Inclusion, Diversity, and Equity (QSIDE), and an artist collective featuring a diverse group of 20 artists across fashion, film, music and visual arts, whose stories will be featured on future bottles. Finally, LIFEWTR and Issa Rae are calling upon the next generation of creatives to share their own concepts for a chance to receive exposure through the LIFEWTR platform, mentorship from Rae and $10,000 to fund their future endeavors.
Our team was brought on to build out the digital and social strategy to launch and sustain the campaign as well as to shoot and edit all associated content. With 20 Creators involved, our solve was to create a digital ‘gallery’. The inspiration – “White spaces have been dominated by white faces. Let’s disrupt the feed and status quo by giving our creators a space to call their own - one square at a time.“
To ensure the full program and all 20 Creators had their moment to shine, created custom social content for each Creator. That included a three-day feature of in-feed and Stories posts on both the brand and Creators’ pages, showcasing the artists, their artwork and their bottle. Overall, we created 400+ visual assets and provided enough fresh content and social posts and paid media to last over 4 months.
Check out the full campaign site: https://lifeunseen.lifewtr.com/en-us/home + https://www.instagram.com/lifewtr/?hl=en
Agency: PepsiCo Content Studio / Revolt London
LIFE UNSEEN BOTTLE COLLECTION
LIFE UNSEEN 20 CREATORS INSTAGRAM IN-FEED GRID – FILM, FASHION, VISUAL ARTS, MUSIC
