We wanted to show the importance of holidays for children.

Some people don't have pictures of their best memories: the elderly.

We chose 5 people with lasting memories of childhood holidays, but without pictures. We invited them to shoot a video and asked them to tell us in detail.

Without them knowing, a team of technicians, transformed their memories in pictures.

Weeks later, we invite them to an exhibition. They didn't know they would see their "pictures of memory". Their surprise and excitement proved that the holidays are a gift forever.

The exhibition was visited by 30,000 people.

Some people don't have pictures of their best memories: the elderly.

We chose 5 people with lasting memories of childhood holidays, but without pictures. Without them knowing, a team of technicians, transformed their memories in pictures.

Weeks later, we invite them to an exhibition. They didn't know they would see their pictures of memory. Their emotion proved that the holidays are a gift forever.

With the whole process we made a documentary that was shown in TV, cinema and the web. The pictures were also used to broadcast graphic materials.

Besides audiovisual materials that were broadcast on TV and the internet, the pictures we made were showcased at 3 exhibitions that were visited by over 30,000 people in a few days.

The process of creating Pictures of Memory allowed the generation that lived in different time to carry the message and experience to people in different and innovative ways. The good impact made the project expand in time, using it in other periods of tourism promotion (such as summertime).

98% of mentions in social media were favorable. The good impact made the project expand in time, using it in other periods of tourism promotion (such as summertime). The Ministry was so pleased by the results that Pictures of Memory was shown in the Ministers' Council in presence of President José Mujica. This fact made the idea transcend even more.