Art Without Labels leveled the playing field between established and emerging artists by placing emerging art next to established art in the same gallery. And to strip away any preconceptions, all the artwork was exhibited without art labels. As guests walked through the gallery, they focused on the art that they found most appealing, instead of just focusing on the name of the artist. Using eye-tracking technology, everyone’s eye movements were measured in an unobtrusive way. An interactive experience also allowed people to take part in the experiment online using the same eye-tracking technology. In the end, the data showed that emerging art was looked at 5% longer.

The Art Without Labels campaign launched on October 17, 2017. A video asset introducing and teasing the interactive experience ran on Programmatic, YouTube pre-roll, Facebook and Instagram, driving the target audience to the interactive experience. Additionally, to precisely target art enthusiasts and gain credibility for the program, we partnered with Artsy, a rapidly growing online platform devoted to art collecting and education. Although the campaign had a relatively short flight time of under a month on core channels (YouTube, Programmatic and social), it reached 45% of the brand’s target audience, with a 3.2 frequency.

Art Without Labels was one of Bombay Sapphire’s most successful digital campaigns. The campaign garnered 63 million impressions across channels, and it was the brand’s most viewed YouTube video of all time. The pre-roll video drove a 67% lift in brand interest, or organic search for the brand, on Google and YouTube. Ultimately, over 30,000 people tried the experience online. But more importantly, eye-tracking data showed that when labels were removed and quality work from emerging and established artists shared the same wall, beauty was truly in the eye of the beholder. Work from emerging artists was viewed for 5% longer than that of established artists, supporting our hypothesis that emerging art deserves its fair share of the art world’s spotlight.