Did you know that only 5% of U.S. and European museum collections are made up of work by female artists?
In a bold initiative to champion female artists and challenge the gender disparity in the art world, Uber collaborated with the renowned Guggenheim Museum in New York City. Focused on spotlighting the groundbreaking work of Hilma af Klint, a Swedish female abstract artist, the campaign sought to raise awareness about the underrepresentation of women in museum collections.
The Rethink the Ratio Guggenheim campaign included innovative activations and "instant opportunities" for public engagement, such as providing free access to the exhibit. Collaborating with seven influencers, we orchestrated a series of activations that amplified the message of female empowerment and inclusivity. The efforts of this project garnered significant positive sentiment and contributed to the ongoing dialogue around diversity and inclusion in the art community, reinforcing the importance of elevating female voices and talent.
Influencers: @letasobierajski • @ijeomakola • @jessicavwalsh • @cocoandbreezy • @katierodgers • @aundre • @gregoryvelvet