Natural Light / Da Vinci of Debt
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Natural Light / Da Vinci of Debt /
Context
Being the chosen brand of college-era LDA’s across America, Natty wanted to generate awareness for the national college debt crisis (currently over $1.7 trillion) to promote their brand-owned debt relief program.
Insight
A banana taped to a wall at Art Basel had just sold for $6.2M, so we hijacked conversations around superfluous art pieces and pricing to shine a new light on our subject.
Campaign
The cheapest beer brand created the most expensive artwork in history.
The piece, housed in NYC’s Grand Central Station, was comprised of over 2600 real diplomas sourced from college graduates around the country. With students paying an average of ~$180,000.00 for a degree (and the piece of paper that comes with it), the total physical value of the piece was $470 million, surpassing the most expensive artwork ever sold at auction: Leonardo Da Vinci’s $450 million dollar Salvator Mundi.
The design was intended to illustrate the scale of the college debt crisis, while also simulating the chaotic feelings and impact college debt creates for those who are burdened by it.
Impact
The campaign was shortlisted for Cannes’ “Campaign of the Year” Grand Prix. It also unlocked an entirely new section of media coverage for the brand; Natty had never been in Architectural Digest before!
Production credits include our client partners, The Bait Shoppe and Adrien Giroux.