Pinacoteca do Estado de Sao Paulo Design & Branding CURIOSISM KIT 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
Released October 2011

Credits & Description

Category: Publications & Business Communications
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Eduardo Lima (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)
Art Director: Bruno Oppido (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 Team: Marcela Paiva (F/Nazca Saatchi & Saatchi)
Media: André Gramorelli (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Camila Sampaio (Pinacoteca Do Estado)
Advertisor's Supervisor: Marcelo Araújo (Pinacoteca Do Estado)
Media placement: PR Action - Special Mailing - 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 decided to change its permanent collection. The second floor was closed for an entire year to be remodelled.To avoid visitors from ceasing to visit the museum and to inspire their curiosity, Pinacoteca asked the agency for a campaign that would last throughout the entire period. What we delivered was more than that: it was a movement: 'Curiousism. The cat that lives within each of us'.

Describe the challenges and key objectives
The campaign had within its main objective the need to inform the public that the collection was changing, keep the audience interested on what would come next as well as create a positive anticipation of the opening. There was also the need to inform about the intense amount of work that went into the selection, recovery and structure of this new collection. This strategy meant to inspire curiosity in the current visitors who were interested in seeing the new permanent collection, and new visitors who had never been to the museum but would want to get to know it.

Describe how you arrived at the final design
For an entire year, we created everything that a real exhibition would have. Besides the installations we had a photo shoot, posters, books on the theme, gifts for sale at the gifts shop and conventional media pieces that invited the public to visit Curiousism. For those who were not able to enjoy it live, we also gave them a reason to do this virtually. A robot shaped like a cat (symbol of the campaign) could be directed through Facebook for 3 minutes allowing the visitor to see everything that was happening on the second floor.

Give some indication of how successful the outcome was in the market
The Curiousism movement received vast media space in the press (cultural supplements), electronical and digital channels and filled the gap caused by an entire year of the museum's second floor closed. The robot cat, a viral action at Facebook, was controlled by over 10,000 people over a single week. With the opening of the new collection on November 15th 2011, there was 3 times more visitors on a single opening weekend.