BRAZILIAN ACADEMY OF ART Case study +arte by DDB Sao Paulo


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Industry Education
Media Case study
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Gustavo Victorino
Released May 2012


London International Awards 2012
Non-Traditional Guerrilla Marketing Bronze Winner

Credits & Description

Entrant: DDB Brasil, Sao Paulo
ABRA - Brazilian Academy of Art - "+arte"
Corporate Name of Client: ABRA
Client Account Director: Celia Gusman
Agency: DDB Brasil, Sao Paulo
Chief Creative Officer: Sergio Valente
Executive Creative Director: Marco Versolato
Creative Director: Gustavo Victorino
Copywriters: Tomas Correa/Antero Neto
Art Directors: Mozar Gudin/Gustavo Victorino
Design Company: DDB Brasil
Illustrators: Carolina Gama/Herbert Loureiro/ Caco Galhardo/Cezar Berje/Lese Pierre/ Rogerio Fernandes/Elisa Sassi/Alexandre Vagner/ Rage/Osvaldo Piva/Gustavo ictorino
Description of the Project
ABRA - Brazilian Academy of Art –wanted to position itself as a school of art professionals and increase its number of students. The problem is that a lot of people think that a career in art is not profitable. Our challenge was to prove otherwise. We wanted to prove that a career in art can be profitable. We needed to show young people, who were about to choose their career, how art can add value to things.
We created an exhibit where the artwork canvases were R$1 bills which were no longer in use. First we invited artists who contributed with their artistic touch. Then we gathered everyone in an itinerant exhibit where the bills were sold for a much higher price than their original value. Thus proving that art adds value to everything and it is possible to profit from it.
90% of the artwork was sold.
ABRA was able to prove that investing in an art career and attending Art School is worth it. Without a doubt ABRA established itself as a school of art professionals.