VAN GOGH by F/Nazca Saatchi & Saatchi Sao Paulo for Pinacoteca do Estado de Sao Paulo

VAN GOGH

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

Credits & Description

Category: Exhibitions & Live Events
Advertiser: PINACOTECA DO ESTADO DE SÃO PAULO
Product/Service: ART GALLERY
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: Romero Cavalcanti (F/Nazca Saatchi & Saatchi)
Art Director: Bruno Oppido (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Graphic Producer: Robson De Vitto (F/Nazca Saatchi & Saatchi)
Graphic Producer: Leandro Ferreira (F/Nazca Saatchi & Saatchi)
Account Manager: Marcelo Penna (F/Nazca Saatchi & Saatchi)
Account Team: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Account Team: Marcela Paiva (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Planner: André Foresti (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 - 9 November 2011

Describe the brief from the client
After 12 years, 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 one 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: ‘Curiousism. 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 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
All the ‘curious’ material available at the museum drew the attention of the media - with a lot of media coverage about the subject, and of the public.
After one year, of the opening of Curiousism exhibition, precisely on October 15, 2011, the movement ended with the opening of the new long-term exhibition at Pinacoteca. In just one weekend, the number of visitors tripled.