Thursday, October 18, 2007

The World's Best Hands...

Advertising Agency: MPM Propaganda, Sao Paulo, Brazil
Creative Directors: Aaron Sutton, Jorge Iervolino
Art Director: Guilherme Somensato
Copywriter: José Arnaldo Suaid
Photographer: Leonardo Luz
Published: October 2007

Campaign I recently came across for the MASP - the Museum of Art in Sao Paulo. It initially attracted my attention soley on it's strong art direction but the concept of the most brillant hands of the world have made up the collection at the museum is equally strong, suggestion both the size and quality of the exhibitions. Image and communication are tied together cohesively with the strap line "You can count on your fingers the number of art museums with a permanent Van Gogh, Monet and Matisse Exhibition. The most brilliant hands of the world have made the MASP art collection". Unusual and really inviting.

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