Cannes Lions

COMICS

DM9DDB, Sao Paulo / MASP - MUSEUM OF ART OF SAO PAULO / 2014

Case Film

Overview

Entries

Credits

Overview

Description

The Branded Entertainment situation in Brazil is still on the conservative side. Integrating brands into existing content platforms is restricted by policies that still aim at separating marketing and entertainment. Due to this scenario, brands must look for alternative medias in order to distribute content, such as their proprietary media platforms

Execution

By using a language that young people understand, we attracted a new audience to the museum. We showed that knowing the history behind a painting can be more exciting than simply admiring it on the museum’s wall.

Outcome

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

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