PinaTracks
Pinacoteca
Issue 46 | April 2018
Agency
F/Nazca Saatchi & Saatchi
Creative Team
CCO: Fabio Fernandes Creative Directors: Eduardo Lima, Theo Rocha, Marcelo Ribeiro Head Of Art: João Linneu Creatives: Rafael Beretta, Thiago Carvalho, Eduardo Lima, João Linneu, Marcelo Almeida
Production Team
Motion Graphics: Gisele Oshiro, Estevão Puggina Agency Producer: Giuliano Springhetti Tecnologia: Jefferson Russo, Marcelo Arteiro, Tiago Canzian Director Of Integrated Production: Juliana Hasegawa Project Managers: Bia Andreucci, Beatriz Penino, Vivian Mo, Julia Martinussi Sound House: Carbono Voice Over: Romero Cavalcanti
Other Credits
Account Supervisor: Ricardo Forli, Andrea Almeida, Florencia Lear, Valéria Coutinho, Beatriz Altafini, Lívia Gdikian Media: Maurício Almeida, Fabiana Rodrigues, Gabriela Vecchia Planers: Andre Foresti, Gabriela Sanchez Client Supervisor: Paulo Vicelli, Adriana Kunsch, Patricia Ewald, Ana Carolina Costa
Date
January 2018
Background
The São Paulo Pinacoteca-the oldest art museum in the city-launches an interactive game to promote a unique experience for those who visit the institution: it transforms the subway and metropolitan train lines in São Paulo into a giant game board and challenges players with questions about the art collections at the Pinacoteca, the Subway, CPTM, and ViaQuatro.
Idea
In order to participate in the PinaTrilhos (in loose translation: PinaTracks), it's necessary to download the app (available for IOS and Android) and, inside the train, begin answering questions about the works. Those who get the right answer move on to a station closer to Pina_. A wrong answer will move the player one station further from the museum.
For those who want to play with the family and friends, in the traditional way and at no cost, simply download the game board from the website pinatrilhos.com.br.
Theo Rocha, Creative Director at F/Nazca, explains: "We want to show that consuming art can be simple, fun, and accessible to everyone."