+ Art
ABRA
Issue 24 | September 2012
Agency
DDB Brasil
Creative Team
Creative Directors: Sergio Valente, Marco Versolato, Gustavo Victorino Art Directors: Mozar Gudin, Gustavo Victorino Copywriter: Tomas Correa, Antero Neto
Production Team
Producers: Clariana Da Costa, Anelito Nobrega Art Buyers: Clariana Da Costa, Alessandra Salles
Other Credits
Account Supervisors: Maristela Pati Correa, Tania Pena, Maria Helena Addesso, Caroline Pintarelli Client’s Supervisors: Celia Gusman, Rosangela Ballesteros Illustrators: Carolina Gama, Herbert Loureiro, Caco Galhardo, Cezar Berje, Lese Pierre, Rogerio Fernandes, Elisa Sassi, Alexandre Vagner, Rage, Osvaldo Piva, Gustavo Victorino
Date
June 2012
Background
ABRA is the Brazilian Academy of Art and is constantly looking for new partners to help demystify art and bring it to a wider community.
For a show in Pinheiros, a suburb of Sao Paulo, they worked with DDB Brasil on ideas about how art has the power to transform all things.
Idea
The show ‘+ Art’ was created to help stimulate and support new artists. Many young people are put off entering Art School because they think they have little or no chance of making a living from art.
To encourage them to think differently about a career in the arts, the curators of the exhibition took an object of unquestionable value – a One Real note – and invited 14 young artists to add value to it by painting on it.
At the show, the notes were sold for much, much more than their face value, for 400 Real (£125GBP, $200 US) and more.
Proof that going at art school can pay off.
Results
90% of the artwork was sold. ABRA was able to prove that investing in an art career and attending Art School is worth it. Without a doubt ABRA established itself as a school of art professionals.
Our Thoughts
The role of the ad agency is beginning to change, from just being the purveyor of ideas that create value for brands through driving sales, the creative hotshop is now being asked to stimulate culture, drive social change, encourage co-operation and collaboration within communities and provide if not the energy then the ingenuity to make things happen.
A few months ago Ad Week reported that it had counted 286 agency home-pages on which the words ‘we are not an agency’ were written large.
DDB Brasil still calls itself an agency though what it does has broadened out incredibly from what agencies used to do.