It doesn’t take much to notice and understand the importance of public art and the Mural Arts program here in Philly – it’s nearly impossible to travel anywhere within the city without coming across one, if not several works of public art. So, when London-based oat milk company Minor Figures defaced Philly murals with advertisements earlier this week, I, like the rest of Philly’s public art supporters, found myself infuriated.
This type of guerilla marketing is not a new phenomenon by any means, but it comes across as especially disrespectful and tone-deaf when it covers community art made by local creators. Minor Figures touts itself as a hip plant-based milk brand that is so woke, it feels the need to censor the word ‘milk.’ So, it seems utterly hypocritical and disrespectful for the brand to advertise directly on Philly public murals, especially on ones made by BIPOC artists. I think this is one really good example of companies branding themselves as woke, only for it to be revealed that the suggestion of inclusivity and progress within their branding is merely a performance or not a genuine value.
You can read more about the Minor Figures ad campaign and Philly public art advocates’ responses in these articles by The Philadelphia Inquirer and Billy Penn.
In response, Philly street artist Kid Hazo pasted posters of his own on April 15, clearly mocking Minor Figure’s branding. Yesterday, Baltimore-based artist Reed Bmore came and installed a piece in response, as well.
