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

CURIOSISM EXHIBITION

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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 Cacalcanti
Producer Juliana Hasegawa
Photographer Joao Linneu, Rodrigo Castellari, Theo Rocha
Released August 2011

Credits & Description

Category: Entertainment & Leisure
Advertiser: PINACOTECA DO ESTADO DE SÃO PAULO
Product/Service: NEW EXHIBITION OF THE COLLECTION
Agency: F/NAZCA SAATCHI & SAATCHI
Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Head Of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Copywriter: Mariana Borga (F/Nazca Saatchi & Saatchi)
Art Director: Bruno Oppido (F/Nazca Saatchi & Saatchi)
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima (F/Nazca Saatchi & Saatchi)
Copywriter: Romero Cacalcanti (F/Nazca Saatchi & Saatchi)
Photographer: João Linneu (F/Nazca Saatchi & Saatchi)
Planner Manager: José Porto (F/Nazca Saatchi & Saatchi)
Acount Manager: Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Acount Supervisor: Marcela Paiva (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)
Producer: Juliana Hasegawa (F/Nazca Saatchi & Saatchi)
Media placement: Newspaper - Folha De São Paulo - 7 August 2011
Media placement: Radio - Antena 1 - 7 August 2011
Media placement: Social Networks - Facebook. Twitter - 7 August 2011

Describe the objective of the promotion.
After 12 years, Pinacoteca decided to change its permanent collection. The second floor was closed for an entire year to be remodeled.To avoid visitors from stopping visiting the museum and to instigate their curiosity, Pinacoteca asked the agency for a campaign that would last throughout the entire period.

Describe how the promotion developed from concept to implementation.
What we delivered was more than that- it was a movement: Curiosism. The cat that lives within each and every one of us. Like every movement, Curiosism had its art pieces, which were exhibited at Pinacoteca. They used different gimmicks (keyholes, peepholes, a glass on the wall and a periscope) to stimulate the curiosity of the visitors and to bring up the question: 'Which art pieces will be featured in the new long-term exhibition of Pinacoteca?' A photo essay with 20 photographs of this remarkable period was also part of the exhibition and, at the request of the museum, was donated to the collection.

Explain why the method of promotion was most relevant to the product or service.
More than a campaign, we created a distraction for the public, while the second floor was renovated, reaching museum visitors during this period. And for those who couldn’t visit Pinacoteca personally, an online action was created. A robot-cat with a camera attached could be controlled virtually, via Facebook, throughout the closed floor of the museum, helping the users to satisfy their curiosity about the new exhibition.

Describe the success of the promotion with both client and consumer including some quantifiable results.
On October 15, 2011, the curiosistic movement came to an end with the opening of the New Long-Term Exhibition at Pinacoteca. In just 1 weekend, the number of visitors tripled.