After 12 years, Pinacoteca decided to change its permanent collection. The second floor was closed for an entire year to be remodelled. To avoid visitors from stopping to visit the museum and to instigate their curiosity, Pinacoteca asked the agency for a campaign that would last throughout the entire period. What we delivered was more than that: it was a movement - Curiosism, the cat that lives within each and every one of us. It was directed to current consumers who already new the old collection as well as new consumers that were motivated to visit the museum and see what was new.

During an entire year we created everything that a real exposition would have. Besides the installations, we had a photo shoot, posters, books about the theme, gifts for sale at the gifts shop and conventional media pieces which invited the public to visit the Curiosism exhibition at the museum. And for those who were not able to enjoy it live we also gave them a reason to do this virtually: A robot shaped like a cat (symbol of the campaign) could be directed through Facebook during 3 minutes allowing the visitor to peek and see everything that was happening on the second floor.

The Curiosism movement received vast media space in press (cultural supplements), electronic and digital channels and filled the gap caused by an entire year of the museum's second floor closed. The robot cat, a viral action on Facebook was controlled by over 10,000 people over 1 single week. With the opening of the new collection on November 15th 2011 there were 3 times more visitors than on any previous single opening weekend.