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Natty Light created the world’s most expensive piece of art at Grand Central Station




At Grand Central Terminal, beer brand Natural Light has unveiled the world’s most expensive piece of art; a chaotic canopy built from the diplomas of 2,600 college graduates.

Adding up the cost of each diploma by an average of $ 180,000, the total value of Da Vinci of Debt exceeds $ 470 million.

That’s $ 20 million more than the most expensive piece of art to ever auction off: Leonardo Da Vincis Salvator Mundi.

Natural Light’s new campaign (or Natty Light as its known to brand followers) occupies 6,000 feet of space in Grand Central Terminals Vanderbilt Hall. The 2,600 diplomas are suspended in the air, as if a gust of wind has just dispersed them, according to the brand. The design aims to illustrate both the scale of the crippling debt crisis while also alluding to the chaotic impact college debt creates on those who suffer from it.

It’s part of the brand’s continued efforts to shed light on the nation’s crippling student debt problem America’s college debt hit an all-time high in 2021, accounting for $ 1.7 trillion in student loan debt.

In 2018, Natty Light launched a ten-year, $ 10 million plan to help students and graduates with college debt. As part of the 2020 tranche of the College Brands Debt Relief Program, Natty Light paid graduates $ 100 apiece to rent their degrees.

Once installation is complete, each diploma will be returned in the condition it was received, describes Daniel Blake, vice president of value brands at Anheuser-Busch.

The exhibition is on display from tomorrow. For those who can’t travel, Natty Light has teamed up with Snap to make the room visible through augmented reality on Snapchat.

As we entered the fourth year of our ten-year, $ 10 million pledge, we wanted to spark even more discussion about the outrageous cost of higher education and the lingering problem of college debt, Blake describes. When we looked at other mediums with ridiculous price tags, the fine art world surged. We wanted to use the concept of dizzying art industry valuations to illustrate just how astronomical the cost of a college education has become.

Da Vinci of Debt contrasts the high price of a diploma with works like Maurizio Cattelans (in) the famous sheathed banana (sold for $ 120,000) and the canonical work of Tracey Emins My Bed (sold for 2,546,500 in 2014), where the artist exhibited and later sold his real bed, disheveled after a depressive episode.

Natural Light chose art as a way to amplify the college debt relief program in 2021 because the costs of the art world are such an apt analogy for the outrageous cost of attending college. typical four year old, says Blake.

The campaign aims to hit a special deal with the Natty Lights demographic: budget-conscious college kids and graduates. Student loans are reaching a pressure point. There are currently over 45 million borrowers who collectively owe over $ 1.7 trillion in student loan debt.

The last year of campaigns for the Anheuser-Busch brand have targeted this imbue, across everything from free flights to nowhere to starry virtual debuts. One of the best examples of this was the Dorm From Home campaign, where we installed a fully functioning mobile dormitory in the driveway of one of our deserving fans, describes Blake. Earlier this year, Natty Light donated $ 1 million to help pay off student loan debt. A total of 40 people received $ 25,000 each.

Without the ability to physically come together in large groups, continues Blake, our fans felt like they were deprived of some of their best opportunities to create fond memories. We had to find ways to reach them away from campuses, bars, and concerts, and keep the college lifestyle alive, even if they couldn’t physically be there.

It’s about putting people first. By understanding what is important in their life, we can create programs that are fun, interesting and beneficial. Creating epic memories is one of the biggest priorities for our fans, so a lot of our campaigns are designed to help them do that. Beyond that, we’ve also been focused on making the transition from graduation to adulthood easier, so we try to identify issues like college debt and provide solutions to help our fans. to face it.

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