Press Releases - DM9DDB - DM9DDB Press Releases at en-us Copyright 2017 MASP Opens Its Doors to Foreigners Museum promotes the culture for fans of The teams eliminated from the World Cup

São Paulo, June of 2014 – The World Cup is in the round of 8 and the teams that lose one match will be eliminated from the championship. Aiming to promote its collection, MASP - Art Museum of São Paulo, along with DM9DDB, has come up with a special campaign for foreigners who see their teams leave the World Cup at the Itaquerão stadium, in São Paulo city.

Starting the day following the elimination, fans will have free access to the museum for one week. The campaign includes print ads, out of home and social network. To get the international fans' attention, the ads will be on the shape of soccer jerseys featuring information in the language of each eliminated country.

“After the elimination, foreigners will have more free time in São Paulo and they can visit all the rich collection at MASP, one of the biggest and most important collections in the world, and all for free”, says Daniel Malavazzi, Account Director of DM9DDD.

The campaign promotes access to culture for more than 600 thousand fans from 186 different countries who came to Brazil to watch the World Cup, and more than 63 thousand foreigners are in São Paulo, according to the Ministry of Tourism. Until now, the games of the World Cup 2014 had 40% of the tickets sold for foreigners, with the US being the leader in ticket sales, with more than 195 thousand.

Rio de Janeiro is the most visited city among all host cities from the World Cup, with 90 thousand international visitors. All the fans whose teams were eliminated in São Paulo will have the opportunity to go to MASP for free and see that Brazil is not only good at soccer, but it is also good at art.

2014-07-04 00:00:00
ABTO PRESENTS THE CAMPAIGN “SOUL” São Paulo, May 2012 – ABTO – Brazilian Organ Transplant Association – launched the campaign “Soul”, signed by DDB Brasil. Under the slogan “Be an organ donor, no matter what you believe”, the advertisements address the subject “life after death” under different perspectives and beliefs. The campaign includes ads, a film and spot.

One of the major human questions, “Where do we go when we die?”, is explored in this 100% animated movie. Its narrative explores a soul following some pre-designed paths for various religions after the body’s death. Presenting several destiny alternatives, the movie ends with a message saying that, regardless of beliefs, and whatever may happen to our souls, we can all be organ donors.

“Our idea came from a real problem: many people are reluctant to be organ donors because of their religious perspectives. With such information, we conducted an extensive research on different religious views about what happens after death. The fact is that, in almost all of them, what happens beyond life is only related to the soul, a new body or a new way of life. We, then, developed a campaign seeking to comprehensively and respectfully address the different views of the subject, from the mystical to the most skeptical perspectives, showing that everyone, no matter how different their beliefs may be, can be organ donors,” says Estêvão Queiroga, DDB Brasil’s copywriter.

“Since we were addressing very different beliefs, we decided to make the movie in animation. This method allows people to be more ready to enter a dreamlike world, without worrying about reality and, from there, we could transmit our message. In the art direction, which was not attached to any specific religious language, we used a black background representing death while all possibilities of the soul are illuminated. This was an intense, daily work, developed throughout two months, when we were completely involved in every detail with Ink Animações, the animation producer, and Fábrica Sonora, the soundtrack producer”, states Daniel Ottoni, Art Director.

2012-05-30 00:00:00