The painting "The Adoration of the Magi", a Portuguese masterpiece in the hands of a private collector was at risk of being sold in an auction and taken aboard. How to raise the money (600.000€) to buy the painting and keep it in Portugal?

From the combination “a painting + the whole national population + digital channel” came the idea: a mini-site that represented the work of art, virtually, divided into 10 million pixels (the approximate number of Portuguese inhabitants).

Each of these pixels would be sold at 6 cents (10 million inhabitants X €0,06 = €600k). For every 6 cents received, a pixel would light up. The pixels’ selection was based on a gamification structure, because once chosen, on mouse-over, the pixel would highlight the name and photo of the person who sponsored it (by f-connect login).

Because the motive of the painting consisted in several concrete elements (mainly human figures), the motto of the communication was to ask which part of The Adoration of the Magi people would sponsor.