Panamericana - Art And Design School: INNER CREATIVE

Credits & Description:

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: PANAMERICANA SCHOOL OF ART
Product/Service: PANAMERICANA SCHOOL OF ART
Agency: ALMAPBBDO
Chief Creative Officer: Marcello Serpa (AlmapBBDO)
Executive Creative Director: Luiz Sanches (AlmapBBDO)
Creative Director: Marcos Medeiros (AlmapBBDO)
Creative Director: Andre Kassu (AlmapBBDO)
Creative Director: Luiz Sanches (AlmapBBDO)
Art Director: Guiga Giacomo (AlmapBBDO)
Copywriter: Ricardo Wolff (AlmapBBDO)
Art Director: Marcos Kothlar (AlmapBBDO)
Media placement: Ambient Media - Exposition in a University - April 15th 2012
Media placement: Online Media - Interactive Website - April 15th 2012
Describe the objective of the promotion.
The Panamericana School of Art and Design wanted to spread its popularity amongst people who never really considered taking an art course in their lives.
Describe how the promotion developed from concept to implementation.
Everyone is a potential artist, The campaign allowed people from all ages and occupations to explore their creativity. We developed software that turned all the mouse moves into brush strokes, and the clicks into paint. But since it ran in the computer’s background, the user couldn’t the creation. The result is unique.
The platform allowed visitors to create and publish their work on the online gallery, or even have it turned into a real-life canvas. An art exhibition was held in one of São Paulo’s finest museums portraying works of Brazilians who had nothing to do with visual arts.
Explain why the method of promotion was most relevant to the product or service.
Panamericana not only allowed people from all ages and occupations to discover the artist within them, but explained that the creative path could be further explored when joining one of the school’s courses.
Describe the success of the promotion with both client and consumer including some quantifiable results.
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.