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

CURIOSISM

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
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 June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Use of Experiential Marketing in a Promotional Campaign Silver

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: PINACOTECA DO ESTADO DE SÃO PAULO
Product/Service: NEW EXHIBITION OF THE COLLECTION
Agency: F/NAZCA SAATCHI & SAATCHI São Paulo, BRAZIL
Advertiser PINACOTECA DO ESTADO DE SÃO PAULO
Product NEW EXHIBITION OF THE COLLECTION
Entrant F/NAZCA SAATCHI & SAATCHI São Paulo, BRAZIL
Type of Entry: Use of Promo & Activation
Category: Best Use of Experiential Marketing in a Promotional Campaign
Title: CURIOSISM
Advertiser/Client: PINACOTECA DO ESTADO DE SÃO PAULO
Product/Service: NEW EXHIBITION OF THE COLLECTION
Entrant Company: F/NAZCA SAATCHI & SAATCHI São Paulo, BRAZIL
DM/Advertising Agency: F/NAZCA SAATCHI & SAATCHI São Paulo, BRAZIL

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)
Producer Director: Juliana Hasegawa (F/Nazca Saatchi & Saatchi)
Planner: José Porto (F/Nazca Saatchi & Saatchi)
Graphic Producer: Jomar Farias (F/Nazca Saatchi & Saatchi)
Acount Supervisor: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Acount Team: 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 De São Paulo)
Advertiser's Supervisor: Camila Sampaio (Pinacoteca Do Estado De São Paulo)

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 stopping visiting the museum and to instigate 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: Curiosism. The cat that lives within each and every one of us. It was directed at current consumers who already knew the old collection and new consumers who were motivated to visit the museum and see what was new.




Describe the creative solution to the brief/objective.



During an entire year we created everything that a real exposition would have. Besides the installations we had a photo shoot, posters, books about the theme, gifts for sale at the gifts shop and conventional media pieces which invited the public to visit the Curiosism exhibition at the museum. And 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 visitors to see everything that was happening on the second floor.




Describe the results in as much detail as possible.



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




The museum attracts every type of person and the campaign had to be interactive and easily understood by children and adults. The cats were a great solution for their mysterious character engaged both publics.