PATHS by DDB Sao Paulo for Masp - Museum Of Art Of Sao Paulo

PATHS

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Industry Museums & Libraries
Media Design & Branding
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Creative Director Marcio Ribas, Luciano Lincoln, Wilson Mateos
Art Director Marcelo Siqueira, Marcelo Torma
Released July 2011

Credits & Description

Category: Posters
Advertiser: MASP MUSEUM
Product/Service: GUIDED TOURS
Agency: DDB BRASIL
Chief Creative Officer: Sergio Valente (Ddb Brasil)
Executive Creative Director: Marco Versolato (Ddb Brasil)
Creative Director: Wilson Mateos (Ddb Brasil)
Creative Director: Luciano Lincoln (Ddb Brasil)
Copywriter: Marcelo Siqueira (Ddb Brasil)
Art Director: Marcelo Torma (Ddb Brasil)
Illustration: Jose Malaquias (Ddb Brasil)
Illustration: Rabiskeria Team (Rabiskeria)
Art Buyer: Clariana Costa (Ddb Brasil)
Media placement: Poster - MASP - 29/03/2012

Describe the brief from the client
To promote Masp Guided Tours to the public, where a guide accompanies you through the whole museum, explaining the art pieces and allowing the visitors to understand the art and artists better.

Describe the challenges and key objectives
The challenge was to draw the attention of art lovers by using simple and memorable language that speaks directly to them.

Describe how you arrived at the final design
We studied every art style portrayed in the pieces as well as their artists. We illustrated new pieces that had an immediate association between the art lover and the movement portrayed. We drew a path between the artwork featured and the message we wanted to send using manual drawings instead of computer generation.

Give some indication of how successful the outcome was in the market
The number of guided tour requests increased significantly, especially after posters were affixed outside the museum entrance. The interest ignited by the pieces made the consumers educate themselves about the service which resulted in a large portion of the public opting for the Guided Tour, thus providing them with a completely new art experience.