2014 * Online Art Direction

#VivaMaisCultura

An ad campaign that spread art throughout Brazil

About #VIVAMAISCULTURA

CAIXA Cultural is CAIXA Econômica’s program which owns 7 large cultural centers in Brazil’s state capitals. They are hotspots for cultural activities such as art expositions, national movie exhibitions, and classes for the local community. Each year they do a big ad campaign promoting the cultural centers and calling on people to come enjoy all that they have to offer.

The goal of their 2014 ad campaign was to drive people to their new digital experiences (Viva Mais Cultura) as well. As part of the Nova/SB creative team, we created a complete offline and online campaign, an award-winning commercial, an interactive iPad ad, and a mobile app.

Client: Caixa Cultural, Caixa Econômica
Agency: Nova/SB

My role

2014

Mobile App UI/UX

Ipad Ad UI and Interaction

Digital Creative Strategy

Digital Art Direction

The app

The app empowers culture lovers to keep up with all the scheduled events across all of CAIXA Cultural’s different locations. Users are also able to view some of the art pieces that are currently in the museums through their mobile phones.

Ipad Ad

We created an interactive iPad Ad for placement in a digital magazine, where people could splash colors across a woman’s face with their finger on the screen. 

Social media strategy

As part of the creative digital strategy, we designed customized social media pages for each of Caixa Cultural’s locations.

Awards and recognitions
colunistas.png

Colunistas Brasília Award / Prêmio Colunistas Brasília 2014

  • Grand Prix Integrated Media (Mídias Integradas)

  • Golden for the Film "Cores - Viva Mais Cultura"

  • Golden for Press "Cores - Viva Mais Cultura"

  • Bronze Digital for IPAD Ad - "Cores - Viva Mais Cultura"

Press

Vox News
CAIXA Cultural celebrates art with colors / CAIXA Cultural celebra a arte com cores
Read more

Caixa Cultural
App and Fanpages CAIXA Cultural.
Read more

Inteligemcia
CAIXA Cultural celebrates art with colors / CAIXA Cultural celebra a arte com cores.
Read more

Team




Digital Team:
Livia Holanda (Art Director), Eve Portilho (Copywriter) and Soraya Coelho (Director)

All people involved: Creation Director: Antônio Batista. Planner: Sérgio Silva. Copywriters: Duda Moreira Salles, Filipe Fontes and Gera Oliveira, Eve Portilho (Digital). Art Direction: Humberto Cunha, Alexandre Perotto, Livia Holanda (Digital). Production: Johnatan Lastri and Ticiana Rocha. RTVC: Rosana Teixeira and Sayuri Dias. Media: Dalva Marília, Estanley Cunha and José Roberto de Abreu. Sales: Cristina Gutemberg, Thelma Bassit, Fernanda Melo and Daniel Barros. 

For more information

The CAIXA Cultural App is free and it's available in Apple Store and Google Play.

You can also check out NOVA/SB page about this awarded campaign.