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NEW SHOW: Taking Back The Streets at WALLPLAY: NYC 02.24.14 #Wataah

@Wallplay, next2 Metro Zu, Kenny Scharf Bottles-wallplay goldsteinwallplay-4
@Wallplay Maya Hayukgoldsteinwallplay-29

Press release: Wallplay is pleased to host WAT-AAH!’s Taking Back the Streets art exhibition in honor of the Partnership for a Healthier America’s (PHA) Drink Up Initiative, which encourages people to drink more water more often. WAT-AAH!’s Taking Back the Streets is a national art initiative that uses the streets as a canvas to promote healthy hydration. The exhibition features the work of 13 artists including Kenny Scharf, Shepard Fairey, Swoon, Maya Hayuk, Trey Speegle, Damien Mitchell, Metro Zu, Lichiban, Tony Concep, VESA, Damon Johnson, MENT and Smurfo.

The exhibition fills Wallplay’s first and second floor, featuring original artwork inspired by the Drink Up water drop logo. The 12 ground-level screens showcase custom kaleidoscope-like video art by Mike Carrera. Outside, Concep’s vivid California pastiche graces both of Wallplay’s Art Massively Done billboards on the facade of its flagship location on Orchard and Delancey Street.

WAT-AAH!’s Taking Back the Streets initiative kicked off at the New Museum on February 18, 2014. First Lady Michelle Obama was in attendance at the launch, touring the exhibit with Rose Cameron, WAT-AAH!’s CEO and founder. Mrs. Obama commended the initiative for its creativity and visibility. “You guys are going to make a huge, huge impact on the health of our nation,” she said. WAT-AAH!’s Taking Back the Streets is open to the public at Wallplay 11am-7pm February 24-March 4, 2014. The exhibition will then tour the United States, traveling to Washington D.C., Philadelphia, Los Angeles and Miami. WAT-AAH! is collaborating with Berlin Cameron United to help spread the message along the way.

ABOUT THE PARTNERSHIP FOR A HEALTHIER AMERICA (PHA):

The Partnership for a Healthier America (PHA) is devoted to working with the private sector to ensure the health of our nation’s youth by solving the childhood obesity crisis. In 2010, PHA was created in conjunction with – but independent from – First Lady Michelle Obama’s Let’s Move! effort. PHA is a nonpartisan nonprofit organization that is led by some of the nation’s most respected health and childhood obesity experts. PHA brings together public, private and nonprofit leaders to broker meaningful commitments and develop strategies to end childhood obesity. Most important, PHA ensures that commitments made are commitments kept by working with unbiased, third parties to monitor and publicly report on the progress our partners are making. For more information about PHA, please visit www.aHealthierAmerica.org and follow PHA on Twitter @PHAnews. wataah-wallplay-2 wataah-wallplay-3 wataah-wallplay-1
ABOUT WAT-AAH!:

WAT-AAH! – a line of functional bottled water targeted to kids and teens – was founded in 2008 by Rose Cameron who was alarmed by the fact that today’s generation of kids are predicted to have a shorter life expectancy than their parents largely due to childhood obesity. Cameron, further inspired and challenged by her two sons who identified water to be “boring”, set to create WAT-AAH! with its screaming boy logo coupled with a mission “to be the first brand to make water relevant and cool to kids.” Since its launch 6 years ago, WAT-AAH! has been successful in the marketplace and has been identified as “one of the fastest growing brands” in the beverage industry, ranking among the top 10 in its category. WAT-AAH! continues to reach millions of kids and teens through schools and many other forms of distribution. To learn more, visit wat-aah.com

ABOUT BERLIN CAMERON UNITED:

Berlin Cameron United (BCU) is the New York-based global hub of United , a creative micro-network within WPP. Berlin Cameron United is a fully integrated creative agency that is famous for effectively accelerating the growth of iconic and challenger brands by building their cultural relevance. To learn more about the United network, visit www.group-united.com.

ABOUT WALLPLAY:

Wallplay is a global art exhibition platform built to activate and document art campaigns and collaborations that don’t fit into a box. Wallplay breaks down walls between creative industries by providing physical and virtual space where brands seamlessly plug in and artists get to play. Wallplay’s mission is to create channels for art to receive massive exposure in all forms of media worldwide. Wallplay documents the creative process and covers those with a similar aim on its art news channel, massively done. www.wallplay.com #wallplay @wallplayspace

Installation photos by Elliot Goldstein

[Other photos via Richard Drew, AP]

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