ABRA ART ACADEMY Design & Branding + ART by DDB Sao Paulo


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Industry Museums & Libraries
Media Design & Branding
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Art Director Mozar Gudin
Copywriter Tomás Correa, Antero Neto
Illustrator Gustavo Victorino, Caco Galhardo, Lese Pierre, Rogerio Fernandes, Alexandre Vagner, Carolina Gama, Herbert Loureiro, Osvaldo Piva, Cezar Berje, Lotta Rage, Elisa Sassi
Released October 2011

Credits & Description

Category: Exhibitions & Live Events
Chief Creative Officer: Sergio Valente (Ddb Brasil)
Executive Creative Director: Marco Versolato (Ddb Brasil)
Creative Director: Gustavo Victorino (Ddb Brasil)
Copywriter: Tomas Correa (Ddb Brasil)
Copywriter: Antero Neto (Ddb Brasil)
Art Director: Mozar Gudin (Ddb Brasil)
Art Director: Gustavo Victorino (Ddb Brasil)
Illustrator: Carolina Gama
Illustrator: Herbert Loureiro
Illustrator: Caco Galhardo
Illustrator: Cezar Berje
Illustrator: Lese Pierre
Illustrator: Rogerio Fernandes
Illustrator: Elisa Sassi
Illustrator: Alexandre Vagner
Illustrator: Rage
Illustrator: Osvaldo Piva
Illustrator: Gustavo Victorino (Ddb Brasil)
Media placement: Indoor - Exhibition - 19/01/2012

Describe the brief from the client
ABRA - Brazilian Academy of Art – wanted to position itself as a school for 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.

Describe the challenges and key objectives
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.

Describe how you arrived at the final design
We created an exhibit where the artwork canvases were $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.

Give some indication of how successful the outcome was in the market
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.