| FIAP 2013 | ||
|---|---|---|
| Innovación en Medios y Público Objetivo | Medios combinados | Sol de Plata |
| Promo, Activaciones y Marketing Directo | Medios combinados | Sol de Bronce |
| Innovación en Medios y Público Objetivo | Internet | Sol de Bronce |
| Prensa y relaciones públicas | Comunicación Institucional / Publicidad institucional | Sol de Plata |
| Promo, Activaciones y Marketing Directo | Lanzamientos, eventos, auspicios y patrocinios. | Sol de Bronce |
Category: Best Consumer Engagement
Advertiser: PANAMERICANA SCHOOL OF ART
Product/Service: PANAMERICANA SCHOOL OF ART
Agency: ALMAPBBDO
Chief Creative Officer: Marcello Serpa (Almap BBDO)
Executive Creative Director: Luiz Sanches (Almap BBDO)
Creative Director: Marcos Medeiros (Almap BBDO)
Creative Director: Andre Kassu (Almap BBDO)
Creative Director: Luiz Sanches (Almap BBDO)
Art Director: Guiga Giacomo (Almap BBDO)
Copywriter: Ricardo Wolff (Almap BBDO)
Art Director: Marcos Kothlar (Almap BBDO)
Media placement: Ambient Media - Exposition in a University - April 15th 2012
Media placement: Online Media - Interactive Website - April 15th 2012
Insights, Strategy & the Idea
Panamericana School of Art and Design wanted to spread its popularity amongst people who never considered taking an art course before, so we created a campaign that explored the inner talent that lies inside everyone, regardless of age or occupation.
Creative Execution
We developed a software that created art while the person used the computer. It invisibly converted all the mouse moves and clicks into brush strokes, generating unique art works. These works could be published on the Inner Creative online gallery, and printed in real canvas to be delivered at the user’s address. As part of the campaign, we threw an exhibition displaying work created by famous Brazilians who had nothing do to with visual arts.
Results and Effectiveness
The Inner Creative online platform received more than a thousand art works created by users from around the world, from all ages and occupations. The real-life exhibition was included on the city’s cultural agenda and received wide media coverage. And Panamericana registered a 20% raise on course submissions when compared to the same period the previous year. Amongst the new students, there are doctors and lawyers.