SEQUEIRA IN IT'S RIGHTFUL PLACE
Title | SEQUEIRA IN IT'S RIGHTFUL PLACE |
Brand | MUSEU NACIONAL DE ARTE ANTIGA |
Product/Service | CROWDFUNDING |
Category |
C02. Innovative Online Ad Solution |
Entrant
|
FUEL LISBON, PORTUGAL
|
Idea Creation
|
FUEL LISBON, PORTUGAL
|
Credits
Pedro Bexiga |
FUEL PUBLICIDADE |
Creative Director |
Marcelo Lourenço |
FUEL PUBLICIDADE |
Creative Director |
Richard Warrell |
FUEL PUBLICIDADE |
Copywriter |
Rafael Canário |
FUEL PUBLICIDADE |
Copywriter |
Ruben Andrade |
FUEL PUBLICIDADE |
Digital Creative Director |
João Ribeiro |
FUEL PUBLICIDADE |
New Business Director |
Hugo Raminhos |
FUEL PUBLICIDADE |
Web Designer |
Tiago Soares |
FUEL PUBLICIDADE |
Editor |
Pedro Silva |
FUEL PUBLICIDADE |
TV Production |
Duarte Simões |
FUEL PUBLICIDADE |
Account Director |
Duarte Simões |
FUEL PUBLICIDADE |
Account Director |
Duarte Simões |
FUEL PUBLICIDADE |
Account Director |
Duarte Simões |
FUEL PUBLICIDADE |
Account Director |
The Campaign
We divided the painting into 10 million digital pixels (the approximate number of Portuguese population) and invited everyone to "sponsor a pixel" for the symbolic price of 6 cents a pixel.
Creative Execution
We divided the painting into 10 million digital pixels (the approximate number of Portuguese population) and invited everyone to "sponsor a pixel" for the symbolic price of 6 cents a pixel.
Portugal was swiped away by the campaign - it was front page in every newspaper in the cuntry, with ordinary citizens, celebraties, artists and even the Portuguese President himself embracing the effort to buy the painting, raising 745.623€ (25% more than the 600.000€ needed) in less than 6 months. "The Adoration of the Magi" is now on exhibit at MNAA (the National Museum of Ancient Art) for good for everyone to see.
We divided the painting into 10 million digital pixels (the approximate number of Portuguese population) and invited everyone to "sponsor a pixel" for the symbolic price of 6 cents a pixel.