SEQUEIRA IN IT'S RIGHTFUL PLACE

ClientMUSEU NACIONAL DE ARTE ANTIGA
Category C02. Innovative Online Ad Solution
TitleSEQUEIRA IN IT'S RIGHTFUL PLACE
Product/ServiceCROWDFUNDING
Entrant FUEL LISBON, PORTUGAL
Idea Creation FUEL LISBON, PORTUGAL
Credits
Name Company Position
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.