Chips Ahoy! is spearheading a mission to nurture creativity and diversity in the arts through its “Happy by Design” campaign, featuring an innovative Augmented Reality (AR) experience. In collaboration with Boys & Girls Clubs of America, the campaign not only supports multicultural artists like Langston Howard, a teen member of Boys & Girls Clubs of Southeastern Michigan and one of eight featured campaign artists, but also aims to inspire the next generation of diverse creatives.
Currently, only 15 percent of museum exhibits across the country showcase the work of artists of color, despite 48 percent of teens identifying as persons of color. That’s why Chips Ahoy! has taken steps to acknowledge the underrepresentation and embrace the philosophy that representation matters. The “Happy by Design” campaign emerged this fall as a symbol of change, challenging the status quo and ushering in a new era of inclusivity in the arts.
As part of a three-year, $1 million commitment, Chips Ahoy! is supporting the Happy by Design Program to fund arts programming at Boys & Girls Clubs of America. This substantial pledge aims to raise awareness in communities that have experienced defunding of arts programs. Chips Ahoy! is dedicated to providing more teenagers with access to essential tools, resources, and inspiration, fostering an environment where they can pursue their artistic passions and ultimately discover their own happy place.
“At Chips Ahoy!, we’re proud to champion multicultural artists and give them an opportunity to share their inspiring creativity with the world, because a world filled with diverse art brings happiness to not only those who design it, but those that enjoy it as well,” said Sabrina, Senior Director for the Chips Ahoy! Brand.
Boys & Girls Clubs also play a pivotal role in supporting young artists, making them the perfect organization for this collaboration. Their efforts help students like Howard by providing safe and inclusive spaces where kids and teens can discover and express their passions through art. With over 5,200 Clubs nationwide, the organization ensures access to quality arts resources and programming designed to encourage self-expression. The “Happy By Design” AR experience acts as a national platform for these aspiring artists, contributing to the promotion of creativity and diversity in the arts.
“Boys & Girls Clubs of America offer aspiring youth artists an opportunity to strengthen their passion for the arts,” said Eliza Lynch, Marketing Director for Boys and Girls Club. “The ‘Happy By Design’ AR experience provides artists with a national platform to exhibit their creativity, and in turn, inspire future generations of diverse artists across the nation. The campaign has had a deep impact on many audiences, including Boys & Girls Club Alum and award-winning costume designer, Ruth Carter, who was delighted to learn about Langston’s experience as shared his journey as a young fashion designer.”
To emphasize the importance of inspiring the next generation of multicultural artists, Chips Ahoy! has partnered with Boys & Girls Clubs of America and Ruth E. Carter, a legendary Hollywood costume designer and alumnus of the Boys & Girls Club. Carter acknowledges the role the organization played in developing her passion for artistic expression at a young age, enabling her to share her creativity with audiences worldwide through the power of film. Howard expressed, “It was a dream come true. She is so well known and established because of her creations for Black Panther and Spike Lee movies. She is a legend who has won Oscars for her work. Spending time with her was very cool because she gave me advice about fashion and being creative.”
At the heart of this transformative campaign lies Augmented Reality (AR), a cutting-edge technology that bridges the gap between the virtual and physical worlds. ‘Happy by Design’ leverages AR to create a national platform that showcases the works of up-and-coming multicultural artists. This virtual experience transcends geographical boundaries, allowing anyone, anywhere, to engage with and appreciate the rich tapestry of art created by diverse voices.
“Being selected for this AR experience is really cool, and I am thankful for the opportunity,” Howard expressed. “I am one of many young black designers who need a voice. I hope my participation encourages other companies and museums to create pathways for young artists to share their work with the world.”
Langston’s designs are more than just garments; they are a celebration of Black power and identity. In response to the tragic events surrounding George Floyd’s murder and subsequent uprisings, Langston felt compelled to use his art to combat hate. His clothing brand, ‘The Top,’ serves as a medium to uplift and remind Black people of their strength. Many of his designs pay homage to Black creators who paved the way, incorporating themes of Black identity and power.
Chips Ahoy!’s campaign stands as a powerful testament to the brand’s commitment to inclusivity, representation, and the transformative potential of art. By harnessing the capabilities of augmented reality, the campaign breaks down physical barriers and invites individuals from all walks of life to celebrate the diverse narratives woven into the fabric of our society. In doing so, ‘Happy by Design’ becomes more than a campaign; it becomes a catalyst for change, inspiring a future where the art world mirrors the beautiful diversity of its creators.
Lynch eagerly expressed that Boys and Girls Club plans to keep the momentum going into the new year. “As we head into 2024, Boys & Girls Clubs of America in partnership with Chips Ahoy! are excited to continue the momentum of the ‘Happy By Design’ campaign by exploring new ideas to engage young people in creative and artistic programs and experiences.”
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