Bombay Sapphire Removes Labels from Art in Latest Artisan Series Initiative
This week, BBDO New York and Bombay Sapphire are launching 'Art Without Labels,' this year’s campaign to amplify the Bombay Sapphire Artisan Series, which supports emerging artists. Last year’s campaign, the Artifier project, changed how we saw the internet. This year’s campaign will change how we see art.
When people go to museums or art galleries, they tend to gravitate towards artwork labelled with the names of famous, well-known artists, often overlooking work made by less-famous artists. So, Bombay Sapphire decided to level the playing field by removing those labels and having people look at art without any preconceptions. The result is Art Without Labels, a digital gallery experience where people can see artwork by both emerging and established artists side by side, without knowing which artist created which painting.
Eye-tracking technology will measure which pieces naturally draw the viewer’s attention. When viewers reach the end of the digital gallery, they will be able to view the unbiased data pulled from the eye-tracking technology to see which pieces they lingered on the most, regardless of the artist. The emerging artists’ websites and social channels will also be available should viewers wish to purchase art or contact the artist.
