| Title | STROKES OF FREEDOM |
| Brand | VIARCO |
| Product/Service | VIARCO |
| Category |
A02. USE OF EXHIBITIONS AND INSTALLATIONS |
|
Entrant Company
|
MSTF PARTNERS Lisbon, PORTUGAL
|
|
Advertising Agency
|
MSTF PARTNERS Lisbon, PORTUGAL
|
Credits
| Susana Sequeira/Lourenço Thomaz |
Mstf Partners |
Executive Creative Director |
| Daniel Palma |
MSTF Partners |
Creative Director |
| Sara Couto |
MSTF Partners |
Copywriter |
| Daniel Palma/Vasco Thomaz |
Mstf Partners |
Art Director |
| Daniel Palma |
Mstf Partners |
Designer |
| Ricardo Figueira |
MSTF Partners |
Illustration |
| Duarte Azevedo |
MSTF Partners |
Account Executive |
| Patrick Stilwell |
MSTF Partners |
Planner |
| Pedro Domingos/Duarte Lemos |
Mstf Partners |
Producer |
The Brief
In 2014, Portugal celebrated the 40th anniversary of the 1974 Freedom Revolution and Viarco, the oldest and unique portuguese pencil factory, wanted to celebrate the date.
Describe how the promotion developed from concept to implementation
Promote Viarco, the brands art gallery and strengthening the role of art supporting.
Describe the success of the promotion with both client and consumer including some quantifiable results
Five months after the opening, the exhibit was seen by over 4 thousand visitors and the portrays had several buying offers from private collectors.
Explain why the method of promotion was most relevant to the product or service
“The blue pencil”. The "Olympic 291" pencil produced by Viarco, the oldest and unique portuguese pencil factory, made history for the worst reasons. The dictatorial regime that ruled the country for decades used it for scratching ideas, silencing voices and opinions.