ABRA + Art
Describe the brief/objective of the direct campaign.
ABRA – Brazilian Academy of Art . wanted to position itself as a school or art professionals and increase its number of students. The problem is that a lot of people think that a career in art is not profitable.
Describe the creative solution to the brief/objective.
Our challenge was to prove otherwise. We wanted to prove that a career in art can be profitable. We needed to show young people, who were about to choose their career, how art can add value to things.
Explain why the creative execution was relevant to the product or service.
We created an exhibit where the artwork canvases were R$1 bills which were no longer in use. First we invited artists who contributed with their artistic touch. Then we gathered everyone in an itinerant exhibit where the bills were sold for a much higher price than their original value. Thus proving that art adds value to everything and it is possible to profit from it.
Describe the results in as much detail as possible.
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.
DDB Brasil 