Masp - Museum Of Art Of Sao Paulo: COMICS

Credits & Description:

Advertiser: MASP MUSEUM
Agency: DDB BRASIL
Category: Print and Poster Ads
Copywriter: Marcos Abrucio (DDB Brasil)
Art Director: Ulisses Razaboni (DDB Brasil)
Creative Director: Wilson Mateos (DDB Brasil)
Illustrator: Estudiorama (Estudiorama)
Creative Director: Luciano Lincoln (DDB Brasil)
Executive Creative Director: Marco Versolato (DDB Brasil)
Photographer: Sergio Prado (DDB Brasil)

Brief Explanation
For people to feel compelled to take a Guided Tour at MASP, we had to prove that the story behind a painting can be as fascinating as the painting itself; that everything the artists endured in their lives ended up leading to the final results of an art piece; that the path of a painting doesn’t end at the last brush stroke. We wanted to show that admiring a painting on MASP’s wall is just a part of the whole experience. We wanted to do all that in a way that was appealing to various audiences, especially to young people.

Outcome
With this campaign we able to attractively talk about a topic that some could find boring: going to the museum. We used an approach that was appealing to all, especially young people. The posters featuring the comics were such a great success that they became magazine ads (with longer stories) and soon, will become a series of comic books.

Client Brief Or Objective
We needed to promote Masp’s (Museum of Art of São Paulo) Guided Tours and make them seem appealing to the public. In this kind of tour, people get to know the detailed story behind the paintings in MASP’s collection, along with the painters’ trajectories and the historical contextualization of each piece. Among the people the museum wanted to attract were students.

Implementation
We decided to literally show that every painting is part of a bigger story. For that, we created a series of comics featuring the real story of some of MASP’s masterpieces. The painting itself is placed as one of the frames of the story. Each ad has a different look, emulating the artist’s style, as if in addition to being comics, they were also part of the sketches of artists such as Vincent Van Gohj, Pierre-Auguste Renoir and Amedeo Modigliani.