The São Paulo Pinacoteca, the oldest and most renowned art museum in Brazil, has launched an integrated new campaign to demystify the world of art and increase its visitor footfall. Created by F/Nazca Saatchi & Saatchi, the campaign seeks to cast aside the assertions of superiority and exclusivity that fine art often carries with it, and asks the audience to embrace the simplicity of enjoying art, whatever your interpretation.
The campaign is spearheaded by a 90” TV commercial, carrying the tagline "There is no right. There is no wrong. There is art." This sentiment is represented in the differing ways characters in the ad react to viewing the painting “Anthropophagy,” by Brazilian modernist painter Tarsila do Amaral. Upon seeing the painting, each character questions a different element of it and interprets its content differently. The questions encourage the viewer to appreciate how subjective viewing art is, and the magical journeys it can take our minds on. The ad aims to show that the beauty of art is its subjectivity and that truly, “There is no right. There is no wrong. There is art.”
Through the direction of João Papa and Manu Mazzaro from production company, Barry Company, the viewer is shown that there are no predefined formulas to understanding art. It is hoped that through the advert and the wider campaign, the public will not be intimidated by art and will feel inspired to find their own meaning in it, helping to grow the museum’s existing footfall.
The video will premier this week in cinemas in São Paulo.