ORIGINAL PORTUGUESE PROJECTS by McCann Lisbon for FUNDAÇÃO SERRALVES

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ORIGINAL PORTUGUESE PROJECTS

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Industry Shows, Events & Festivals
Media Design & Branding
Agency McCann Lisbon
Creative Director Frederick Fannon
Art Director André Sartorelli E Fernando Lopes
Copywriter Emerson Braga
Released October 2009

Credits & Description

Category: Posters
Advertiser: FUNDAÇÃO SERRALVES
Product/Service: EXHIBITION
Agency: McCANN ERICKSON
Date of First Appearance: Oct 10 2009 12:00AM
Entrant Company: McCANN ERICKSON, Lisbon, PORTUGAL
Creative Director: Frederick Fannon (McCann Erickson Portugal)
Copywriter: Emerson Braga (McCann Erickson Portugal)
Art Director: André Lopes (McCann Erickson Portugal)
Traffic Director: Maria Helena Almeirão (McCann Erickson Portugal)
Account Manager: Lúcia Cruz (McCann Erickson Portugal)
Media placement: Poster MUG - Street Wall - 10/10/2009
Media placement: Poster TSHIRT - Street Wall - 10/10/2009
Media placement: Poster VASE - Street Wall - 10/10/2009

Describe the challenges and key objectives
The challenge was to announce this exhibition in an original way, and at the same time reach the maximum number of people with a small budget.

Describe the brief from the client
To promote “POP´s” (Original Portuguese projects), an exhibition held at the Serralves Museum of Modern Art, with the purpose of showing the most original and unique works in the areas of fashion, home and interiors.

Describe how you arrived at the final design
To illustrate the concept “A ONE OF A KIND EXHIBITION”, the agency created posters with cut-out silhouettes of several objects forming a pattern. By displaying these posters on various street walls in Lisbon and Oporto, each object acquires a different and unique visual look making each one completely original and like no other.

Give some indication of how successful the outcome was in the market
10000 visitors the first week. 35% increase comparing to the year before. There was a 40% increase in works sold, exceeding all the records.