About Da Vinci of Debt

Natural Light’s Da Vinci of Debt illustrates the staggering cost of college with an art installation made from 2600 real diplomas with a collective value of $470 Million.

The value is derived from the average total cost of a four-year college education. The result is a piece of art valued at $470 million dollars, besting the most expensive piece of art ever sold at public auction.

The design of the artwork is a mesmerizing collection of real diplomas, suspended in mid-air as if a gale of wind had just scattered all 2,600 of them throughout the cavernous, 6,000 square foot space at Grand Central Terminal’s Vanderbilt Hall. The design illustrates both the scale of the crippling debt crisis while also alluding to the chaotic impact college debt creates for those who are burdened by it.

The installation was available to the public from January 14-16, 2021.

What people are saying

Daniel Blake, Vice President of value brands at Anheuser-Busch

“Natty is dedicated to doing everything we can to provide real solutions to college debt for our consumers. We want our fans to enjoy the college experience without the debt that follows so, through Da Vinci of Debt, we hope to drive more fan participation in our Natty College Debt Relief Program for the chance to pay down their student loans.”

Kate Dingwall, Forbes

“The campaign aims to strike a particular chord with Natty Light’s drinking demographic: college kids and budget-conscious recent grads. Student loans are hitting a pressure point. There are currently over 45 million borrowers who collectively owe over $1.7 trillion in student loan debt.”

Full article here

Ethan Jakob Craft, Adage

“In Natural Light’s latest move as a college debt reliever, the Anheuser-Busch-owned beer brand today unveiled a monumental art installation that it bills as the most expensive piece of art in the world.”

Full article here

Eileen Kinsella, Artnet

“What’s the most ludicrous art-world marketing campaign of all time? Is it Maurizio Cattelan’s $120,000 banana, duct-taped to a wall at Art Basel Miami Beach? Is it the sale of Salvator Mundi, the portrait of Jesus supposedly by Leonardo da Vinci that sold for an absurd $450.3 million at Christie’s in late 2017?

Or is it the one unveiled today at Grand Central Terminal in New York?”

Full article here

Jon-Stephen Stansel, Social Media Marketer

“Did I expect such an amazing and thoughtful piece about student loan debt to come from @naturallight?

Not at all.

Am I impressed?

Hell yes.

As a social media marketer who is in higher ed, I have so many thoughts, but I just want to enjoy this amazing piece for a moment.”

Cristine Struble, Foodsided

“Although no one would have expected a beer brand to delve into the art world, Natural Light Beer took that plunge. With the unveiling of Da Vinci of Debt, the piece became the most expensive piece of art in the world. Although art historians might debt that moniker, the art installation does have a value of $470 million. Yes, really”

Full article here

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