Pepsico Lay's and Smile Foundation / Artwork for Heartwork

Brief
To thank those who have ensured that essentials reach us in this lockdown, Smile Foundation powered by Pepsico Lay's ran an initiative called Heartwork. The initiative aims at thanking the unsung heroes of India (farmers, truck drives, retailers) for their dedication during these challenging times. Their hard work is 'Heartwork', bringing joy to millions of people across the country.

Execution
Art&Found curated the top 20 artists and designers in the country to create artworks in their unique original style. Each artist was given 2 weeks to produce a unique piece of artwork which then went up for sale on the Art&Found website as a special limited-edition collection under 'Artwork for Heartwork'. 100% proceeds from the sale went to Smile Foundation and will be used to donate hygiene kits for these unsung heroes. So far over 50,000 hygiene kits have been donated through other ongoing campaign efforts. The entire project was conducted during the lockdown and the biggest challenge Art&Found was able to overcome was of logistics and delivery. This project was a collaborative effort between Pepsico Lay's, Smile Foundation and Art&Found. Together, we raised a total amount of 6.5L for the unsung heroes of India.

Material
Digital and Handmade, Limited-Edition.

Features
ELLE, Home and Design Trends, Indian Express, Live Mint, Times of India, Art Fervour, Homegrown.