SESC_Videobrasil Print ESCAPE BUTTON by F/Nazca Saatchi & Saatchi Sao Paulo

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Industry Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Joao Linneu, Rodrigo Castellari, Theo Rocha
Art Director Fabiano De Queiroz “Tatu”
Copywriter Thiago Espeche Art Director
Released September 2011

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: SESC
Chief Creative Officer: Fabio Fernandes (F/Nazca Saatchi & Saatchi)
Creative Director: Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Director: Fabiano Queiroz (F/Nazca Saatchi & Saatchi)
Copywriter: Thiago Espeche (F/Nazca Saatchi & Saatchi)
Technology Director: Paulo Pacheco (F/Nazca Saatchi & Saatchi)
Programmer: Ariadne Gomes (F/Nazca Saatchi & Saatchi)
Project Manager: Cibele Fontoura (F/Nazca Saatchi & Saatchi)
Media: Cristina Omura (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisor: Solange Farkas (Associação Cultural Video Brasil)
Media placement: Websites - Sesc.Org - 30 Setember 2011
Media placement: Social Networks - Facebook - 30 September 2011
Media placement: Social Networks - Twitter - 30 September 2011

Describe the objective of the promotion.
Art created by artists of the festival beyond the museum. Also: sharing the concept that art lifts us out of routine.

Describe how the promotion developed from concept to implementation.
It was based on this curiosity that we created, for the 17th International Contemporary Art Festival of São Paulo, an Internet tool called 'Escape Button': a button that you could install on the favourites tool-bar of your browser and that when clicked would take you, randomly, to different websites recommended by the artists of the festival. Several websites were collected. All of the 150 artists who took part in the festival collaborated. A simple way of including the routine of a renowned artist in your virtual routine.

Explain why the method of promotion was most relevant to the product or service.
Another element between the artists and their pieces to attract attention on the Internet. Also, a simple way for the people to escape from their 'Virtual Routine' and get acquainted with websites that can nurture their daily lives. Who wouldn’t want to know what a renowned artists like Ólafur Eliasson checks out on the Internet?

Describe the success of the promotion with both client and consumer including some quantifiable results.
The button has been installed by over 700,000 users worldwide and has been tightened more than 10m times.