Pinacoteca do Estado de Sao Paulo Design & Branding BROWSER (CURIOSISM) by F/Nazca Saatchi & Saatchi Sao Paulo

BROWSER (CURIOSISM)

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Industry Museums & Libraries
Media Design & Branding
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Art Director Bruno Oppido
Copywriter Pedro Prado, Mariana Borga, Thiago Carvalho, Eduardo Lima, Romero Cavalcanti F
Released April 2011

Credits & Description

Category: Posters
Advertiser: PINACOTECA DO ESTADO DE SÃO PAULO
Product/Service: NEW EXHIBITION OF THE COLLECTION
Agency: F/NAZCA SAATCHI & SAATCHI
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima/Romero Cavalcanti (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Art Director: Bruno Oppido (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Account Manager: Marcello Penna (F/Nazca Saatchi & Saatchi)
Account Team: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Account Team: Marcela Paiva (F/Nazca Saatchi & Saatchi)
Planner Manager: Fernand Alphen (F/Nazca Saatchi & Saatchi)
Planner: José Porto (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Marcelo Araújo (Pinacoteca Do Estado)
Advertiser's Supervisor: Camila Sampaio (Pinacoteca Do Estado)
Media placement: Poster - Pinacoteca Do Estado SP - 10 April 2011

Describe the brief from the client
After 12 years, Pinacoteca do Estado de São Paulo, one of the most important museums in Latin America, decided to change the exhibition of its permanent collection. Therefore, the second floor of its building had close for one year, for renovations.
Our challenge was to keep visitors interested in the museum during this period and stimulate their curiosity about what was coming next.

Describe the challenges and key objectives
Instead of creating a campaign to do so, we decided to create an artistic movement: ‘Curiousism: The cat that lives inside each of us’.
In order to make the movement seem real, we had to use visual identity often used by museums to promote exhibitions.

Describe how you arrived at the final design
Based on the idea that every material should suggest ‘Curiousism’ was a real artistic movement with a real exhibition, we decided to keep the visual clean, minimalist and informative; just like museums materials often are.

Give some indication of how successful the outcome was in the market
The ‘curious’ material available at the museum drew the attention of the media, with a lot of media coverage on the subject, and on the crowd.
After one year of the opening of Curiousism, precisely on October 15, 2011, the movement ended with the opening of the new long-term exhibition at Pinacoteca. In just 1 weekend, the number of visitors tripled.