With Green Label Gallery we've earned Mountain Dew
over 10 million Dollar in Global PR vallue.
To build the Mountain Dew brand with a young artistic crowd, we created Green Label Gallery: a global series of art exhibitions, crowdsourced trough Instagram.
The Green Label Gallery exhibition began with a stark white space and a high-quality printer as its canvas. Over the course of three days, the space was transformed into a badge of originality, as 100 curated art pieces were printed and hung in real time, alongside live art demonstrations by our hosts Chaotic Bastards.
In the four weeks leading up to the event, artists from around the world submitted their artwork by posting on Instagram using #GreenLabelGallery.
From art in digital form and photos of executed street art, to imaginative sketches of artwork-to-come from amateur and professional artists alike, the pieces selected by the Chaotic Bastards where featured for exhibition at the contemporary Walls Art Gallery in Amsterdam, as well as on www.green-label.com/gallery for truly global art appreciation.
In line with the open nature of the project, visitors to the exhibition have a say in the works to be exhibited for the next editions of Green Label Gallery. The work of the artist with the most public votes in Amsterdam, got exhibited in Green Label Gallery - Brooklyn, New York (USA). From there the Gallery embarked on a global tour starting with Breckenridge, Colorado (USA).
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