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


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Industry Shows, Events & Festivals
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
Photographer Joao Linneu, Rodrigo Castellari, Theo Rocha
Account Supervisor Marcela Paiva
Released October 2011

Credits & Description

Category: Public Spaces
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)
Art Director: Bruno Oppido (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Copywriter: Romero Cavalcanti (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Photographer: João Linneu (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Account Manager: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Account Supervisor: Marcela Paiva (F/Nazca Saatchi & Saatchi)
Media Manager: Lica Bueno (F/Nazca Saatchi & Saatchi)
Media Supervisor: André Gramorelli (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Marcelo Araújo (Pinacoteca Do Estado)
Advertiser's Supervisor: Camila Sampaio (Pinacoteca Do Estado)
Media placement: PR Action - Blogs, Newspapper And Magazines - 11 October 2011
Media placement: Social Network - Twitter - 11 October 2011
Media placement: Social Network - Facebook - 11 October 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 to be closed for 1 year for the 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
However, instead of creating a campaign to do so, we decided to create an artistic movement: ‘Curiosism. The cat that lives inside each of us’.
In order to make the movement seem real, we had to use a visual identity that is often used by museums to promote some exhibitions.

Describe how you arrived at the final design
Based on the idea that every material should suggest that Curiosism 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 Curiosism movement received vast media space in press (cultural supplements), electronic and digital channels, and filled the gap caused by an entire year of the museum's second floor closure. Over 10 thousand people controlled the robot cat, a viral action at Facebook during over 1 single week. With the opening of the new collection on November 15th 2011, there were 3 times more visitors on a single opening weekend.