Pictionary Print UNFINISHED WORK by Ogilvy & Mather Lisbon

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Industry Games
Media Print, Magazine & Newspaper
Market Portugal
Agency Ogilvy & Mather Lisbon
Executive Creative Director Joao Espirito Santo
Copywriter João Guimarães
Released May 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: MATTEL
Product/Service: PICTIONARY
Executive Creative Director: João Espírito Santo (Ogilvy & Mather Portugal)
Creative Supervisor: André Lacerda (Ogilvy & Mather Portugal)
Copywriter: João Guimarães (Ogilvy & Mather Portugal)
Managing Partner: Francisco Costa (Ogilvy & Mather Portugal)
Group Director: Florence Boutefeu (Ogilvy & Mather Portugal)
Account Executive: Liliana Neto (Ogilvy & Mather Portugal)
Production Director: Eduardo Vale (Ogilvy & Mather Portugal)
Media placement: Ambient - Museo Nacional De Arte Antiga (National Museum Of Ancient Art) - 14 May 2011

Describe the objective of the promotion.
Every year we celebrate The European Night of Museums. In addition to free admission, museums are open all night.

In Portugal, the most famous museum is the Museu Nacional de Arte Antiga (National Museum of Ancient Art), where the work of the great masters can be found, both Portuguese and foreign. Among the works at the museum we can find such classics as the famous portraits of King Sebastian (16th century) and D. Mariana D´Áustria (17th century). We started to think how these works of art would look if they had been made during a game of Pictionary - The Classic Game Of Quick Draw.

Describe how the promotion developed from concept to implementation.
We put replicas of paintings in one of the rooms of the museum, unfinished.

Explain why the method of promotion was most relevant to the product or service.
The explanation was in the description; besides the name and author of the work, it stated: 'The artist could not finish the work due to time limitations'.

Describe the success of the promotion with both client and consumer including some quantifiable results.
There are no business results or number of participants directly connected to this action but the estimated number of visits to the Museum was around 3,000 people.