Young people doesn’t go to the museums very often. Our biggest challenge was find a way to talk to this public, bring them to our museum and promote the Guided Tours at São Paulo Art Museum (MASP).

The creative execution was relevant to the product and appropriate to the brand because we used a language that our target is attracted to. And it is very strong because we talked about classical paintings in a very popular way.

The Guided Tours increased 12% during the week and 18% at the weekends. We also attracted a new audience of mostly young people to the museum. MASP received several requests to transform the comic books into a collection and sell them. Because of that, we printed more comic books and put them at the MASP store as a regular gift.