Pinacoteca do Estado de Sao Paulo Case study Le Curiosism by F/Nazca Saatchi & Saatchi Sao Paulo

Le Curiosism

Pin to Collection
Add a note
Industry Museums & Libraries
Media Case study
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Pedro Prado, Eduardo Lima
Art Director Bruno Oppido
Photographer Joao Linneu, Rodrigo Castellari, Theo Rocha
Released May 2012


London International Awards 2012
Integrated Campaign Integrated Campaign Short List

Credits & Description

Entrant: F/Nazca Saatchi & Saatchi, São Paulo
Pinacoteca do Estado de São Paulo - "Le Curiosism"
Corporate Name of Client: Pinacoteca do Estado de São Paulo
Client Account Directors: Camila Sampaio/ Marcelo Araujo
Agency Account Director: Marcello Penna
Account Team: Camila Hamaoui/Marcela Paiva
Head Planner: José Porto
Media Team: Lica Bueno/André Gramorelli
Agency: F/Nazca Saatchi & Saatchi, São Paulo
Chief Creative Officer: Fabio Fernandes
Creative Director: Eduardo Lima
Copywriters: Eduardo Lima/Romero Cavalcanti/ Mariana Borga
Art Director: Bruno Oppido
Head of Art: João Linneu
Production Manager: Juliana Hasegawa
Photographer: João Linneu
Description of the Project
After 12 years,Pinacoteca decided to change its permanent collection. The second floor was closed for an entire year to be remodeled.To avoid visitors from stopping to visit the museum and to instigate their curiosity, Pinacoteca asked the agency for a campaign that would last throughout the entire period.

What we delivered was more than that: it was a movement: Curiosism. The cat that lives within each and every one of us. It was directed to current consumers which already knew the old collection as well as new consumers that were motivated to visit the museum and see what was new.

During an entire year we created everything that a real exposition would have. Besides the installations we had a photo shoot, posters, books about the theme, gifts for sale at the Gift Shop and conventional media pieces which invited the public to visit the Curiosism exhibition at the museum. For those who were not able to enjoy it live we also gave them a reason to do this virtually. A robot shaped like a cat (symbol of the campaign) could be directed through Facebook during 3 minutes allowing the visitor to see everything that was happening on the second floor.