Natural Light Beer is shedding light on the staggering cost of college education in America with the launch of the world's most expensive piece of art, dubbed Da Vinci of Debt. Appallingly, as we start this year, the total U.S. college debt will snowball to a new record high of $1.7 trillion.
To underscore the enormity of this total debt, the Da Vinci of Debt–which will be showcased in NYC's Grand Central Terminal–is made up of 2,600 real college diplomas from graduates across the country. The artwork is valued $470 million dollars, which represents the total average cost of a four-year college education ($180,000) for each of the 2,600 diplomas included in the installation.
"The art world is filled with absurd price tags that most people find impossible to justify," said Daniel Blake, Vice President of Value Brands at Anheuser-Busch. "That’s what made it the perfect medium for this campaign. It’s a very fitting analogy for the outrageous cost of attending a typical four-year college and through Da Vinci of Debt, we hope to inspire action around the college debt crisis and drive more fans to enter for a chance to have the Natty College Debt Relief Program pay down their student loans."
The Da Vinci of Debt draws attention to this large-scale problem and underscores why programs like the Natural Light College Debt Relief program, which launched in 2018, and each year since has given out $1 million to help recent grads pay down student loans, is so fundamental for students amid the student debt crisis.
Provocative Student Debt Exhibits
Natural Light Draws Attention to the Staggering Cost of College
Trend Themes
1. College Debt Awareness Campaigns - The success of Natural Light's Da Vinci of Debt installation demonstrates a growing trend towards socially conscious marketing campaigns that raise awareness of the student debt crisis and offer tangible solutions.
2. Education Financing Alternatives - The high cost of college education in the US calls for innovative financing alternatives, such as the Natural Light College Debt Relief program, that help to alleviate student loan debt and promote financial stability for graduates.
3. Art as Activism - The use of art installations, such as the Da Vinci of Debt, to bring attention to social justice issues presents an opportunity for artists and brands to collaborate on advocacy initiatives that drive real change.
Industry Implications
1. Alcohol Beverage Industry - Alcohol brands, such as Natural Light Beer, can leverage their platforms to promote social causes and drive awareness of important issues, such as the student debt crisis, while also engaging consumers with innovative marketing campaigns and product offerings.
2. Financial Services Industry - The student debt crisis presents a significant opportunity for financial services companies to create innovative solutions and products that help alleviate the burden of student loan debt and promote financial stability for graduates.
3. Art and Activism Industry - The use of art installations to raise awareness of social issues presents opportunities for artists, galleries, and cultural institutions to collaborate with brands and organizations on advocacy initiatives that drive real change and spark important conversations.