Cannes Lions

Radical Women

F/NAZCA SAATCHI & SAATCHI, Sao Paulo / ESTADO DE SAO PAULO / 2019

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Overview

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Overview

Background

‘Radical Women’ exhibition showcases female Latin-American artists who fought against sexism, misogyny and other forms of oppression during a very dark period of censorship and dictatorships, between 1960-1985, and contributed greatly to women’s freedom of expression. Some of these artists are recognized as precursors of important photography and video art techniques. Organized by the Hammer Museum of Los Angeles, Radical Women also showed at the Brooklyn Museum and Pinacoteca, in Brazil.

In Brazil, the exhibition took place at a pivotal moment in the country’s history. It was during presidential elections, where an ultra-conservative candidate led the polls and polarized opinions in the subjects of feminism and artistic expression. Our campaign had the role of showcasing the struggles and the path of these artists in the fight for our freedom of expression and to instigate the Brazilian public to come celebrate these artists’ work during such critical political scenario.

Idea

We created a campaign that reflects the tone and the violence of the times when these female Latin-American artists fought against censorship and bigotry with a strong call to action to visit the exhibition.

Execution

As part of the campaign, we created OOH pieces that let visitors join in and share their protest on social media. We also created items for the gift shop that had a strong link to the activism from that revolutionary period, such as flags and bandanas.

Outcome

Radical Women was the second most visited exhibition in Pinacoteca’s history. That’s a huge feat, considering the fact that the show appeals to a more mature audience and also the lack of well-known artists featured in the show.

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