Meio & Mensagem DM VINTAGE POSTERS by Moma Propaganda

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Industry Business equipment & services
Media Direct marketing
Market Brazil
Agency Moma Propaganda
Executive Creative Director Rodolfo Sampaio, Ricardo Franco
Art Director Marco Martins
Copywriter Adriano Matos
Account Supervisor Izabella Vilaça
Released August 2010

Credits & Description

Category: Business Products & Services
Advertiser: MEIO & MENSAGEM
Product/Service: MAXIMIDIA
Date of First Appearance: Aug 5 2010
Entrant Company: MOMA PROPAGANDA, Sao Paulo, BRAZIL
Entry URL:
Copywriter: Adriano Matos (Moma Propaganda)
Art Director: Marco Martins (Moma Propaganda)
Creative Director: Rodolfo Sampaio (Moma Propaganda)
Executive Creative Director: Rodolfo Sampaio (Moma Propaganda)
Chief Creative Officer: Rodolfo Sampaio (Moma Propaganda)
Illustrator: 6b Studio (6b Studio)
Art Buyer: Silvio Ferreira (Moma Propaganda)
Account Supervisor: Izabella Vilaça (Moma Propaganda)
Illustrator: 6b Estudio (6b Estudio)
Media placement: Poster - Direct Mail - 5 August 2010
Media placement: Poster - Direct Mail - 5 August 2010
Media placement: Poster - Direct Mail - 5 August 2010
Media placement: Poster - Direct Mail - 5 August 2010

Describe the brief/objective of the direct campaign.
Our target were the usual Maximidia goers plus potential participants in the whole
world. Our strategy was to advertise the campaign in blogs about communication and
marketing. When we started doing that, the ads instantly spread all over the internet,
generating lots of buzz. People from several different countries wanted to collect
the posters and started asking us for the original artwork. So we decided to create
a website – – featuring download links for the high-
resolution versions of the ads. This way, users could print the posters and spread the
campaign even more.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Thanks to this creative solution, which was implemented with a small budget,
the Maximidia event quickly became famous all over the world, exceeding all
expectations in terms of the initial number of people we wanted to reach. Our first
priority was to reach communication and marketing students, but we ended up
reaching millions of vintage art fans.

Explain why the creative execution was relevant to the product or service.
The power of the campaign was to advertise the event through ads that could be
collected. Thousands of people who were impacted by the posters wanted to collect
them. Others wanted to hang them on their office walls, make T-shirts with them, etc.
In addition to all this, people also helped advertise the campaign by uploading the
posters to social media networks. This way, the Maximidia event became famous all
over the world. The strategy was consistent with the resources we had available and
allowed us to reach millions of potential participants around the world.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Results: we reached 19 million people all over the world.The campaign was discussed in 18 languages on international blogs, including a NY Times one. On Google, the “Everything Ages Fast” concept became
synonymous with Maximidia. There were more than 2,000 social medias
spontaneous posts about the campaign. At, the original
artwork was downloaded 25,000 times. The posters can be seen in
several different places, including: a digital agency in Holland, a school
in Australia, a British textbook, and a Danish book about media. The action was so
successful that the number of attendees grew by 33% compared to 2011.