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Industry Education
Media Film
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Art Director Mozar Gudin
Copywriter Tomás Correa, Antero Neto
Illustrator Gustavo Victorino, Caco Galhardo, Lese Pierre, Rogerio Fernandes, Alexandre Vagner, Carolina Gama, Herbert Loureiro, Osvaldo Piva, Lotta Rage, Elisa Sassi
Released May 2012


Cannes Lions 2012
Promo and Activation Lions Commercial Public Services, incl. Healthcare & Medical Bronze

Credits & Description

Type of entry: Product & Service
Category: Commercial Public Services Incl. Healthcare & Medical
Product/Service: INSTITUTIONAL
Agency: DDB BRASIL São Paulo, BRAZIL
Entrant DDB BRASIL São Paulo, BRAZIL
Title: + ARTE
DM/Advertising Agency: DDB BRASIL São Paulo, BRAZIL
Chief Creative Officer: Sergio Valente (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Creative Director: Gustavo Victorino (DDB Brasil)
Copywriter: Tomas Correa (DDB Brasil)
Copywriter: Antero Neto (DDB Brasil)
Art Director: Mozar Gudin (DDB Brasil)
Art Director: Gustavo Victorino (DDB Brasil)
Illustrator: Carolina Gama ()
Illustrator: Herbert Loureiro ()
Illustrator: Caco Galhardo ()
Illustrator: Lese Pierre ()
Illustrator: Rogerio Fernandes ()
Illustrator: Elisa Sassi ()
Illustrator: Alexandre Vagner ()
Illustrator: Rage ()
Illustrator: Osvaldo Piva ()
Illustrator: Gustavo Victorino (DDB Brasil)
Describe the brief from the client
ABRA - Brazilian Academy of Art – wanted to position itself as a school or art professionals and increase its number of students.
The problem is that a lot of people think that a career in art is not profitable.

Describe the creative solution to the brief/objective.

Our challenge was to prove otherwise. We wanted to prove that a career in art can be profitable. We needed to show young people, who were about to choose their career, how art can add value to things.

Describe the results in as much detail as possible.

90% of the artwork was sold.
ABRA was able to prove that investing in an art career and attending Art School is worth it.
Without a doubt ABRA established itself as a school of art professionals.

We created an exhibit where the artwork canvases were R$1 bills which were no longer in use. First we invited artists who contributed with their artistic touch. Then we gathered everyone in an itinerant exhibit where the bills were sold for a much higher price than their original value. Thus proving that art adds value to everything and it is possible to profit from it.