AlmapBBDO/Escola Panamericana de Arte – School of Creativity
Posted: September 20, 2011 Filed under: Agency, Ambient, Brazil, Cannes Lions, Case History, Design, Guerilla, Press/Outdoor, Promotion, TV/Film | Tags: AlmapBBDO, Ambient, Brazil, Case History, EPA, escola de arte e design, Luiz Sanches, Marcello Serpa, panamericana school of art Leave a commentDentist/Agronomy/Proctologist (2004)
Go into advertising. No other profession offers you so many prizes.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luis Sanchez/Roberto Pereira
Art Directors: Guilherme Jahara
Copywriters: Wilson Mateus/Andre Faria
Guernica (2006)
Art. Today, as necessary as ever.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Cassio Zanatta/Giba Lages
Art Directors: Giba Lages
Copywriters: Cassio Zanatta
In advertising you are what you do (2006)
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luis Sanchez/Roberto Pereira
Art Directors: Marcos Medeiros
Copywriters: Wilson Mateus
Only the strongest ideas survive (2006)
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luis Sanchez/Roberto Pereira
Art Directors: Marcos Medeiros
Copywriters: Wilson Mateus
Apple (2007)
Isaac Newton is sitting under a tree when an apple falls on his head, inspiring a great idea. Great ideas have never stopped appearing since.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Cassio Zanata
Art Directors: Renato Fernandez
Copywriters: Gustavo Sarkis
Director: Lux Film/Beto Salatini
Arrows & Packaging (2007)
The Panamericana School of Art specializes in arts and drawing courses, in addition to courses specific in marketing/advertising, fine arts, fashion, photography, and jewelry design where the students get hands-on experience.
In order to promote this methodological concept we developed a guerilla-type action: beer packaging, book and CD covers, and adhesive arrows were spread out throughout the city and magazines. They held a simple question: “Want to learn how to do this?” . We got the public’s attention in a unique and effective manner.
The fake packaging was spread out throughout the city in bookstores, music stores, supermarkets, and convenience stores, in a manner that place the school’s piece amidst real-world products. The adhesive arrows were spread out to promote the specializing courses, so they were placed on jewelry and clothing store-windows, ads in magazines and newspapers, art pieces, billboards, and food courts.
People were surprised by the originality and by the context of the action before them, as they strolled down streets, or browsed for books, CDs, or even beer on shelves. With this action the number of calls requesting information about the school nearly doubled, and the number of people signing up increased by 15% during the campaign.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa
Art Directors: Marcus Kawamura/Renato Fernandez
Copywriters: Gustavo Sarkis/Eduardo Andrietta
Shower (2008)
This is the story of a guy who could only come up with good ideas when taking a shower. This caused a lot of trouble for him, because he could only do his job when in the shower. That changed with the Escola Panamericana.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luiz Sanches
Art Directors: Marcos Medeiros
Copywriters: Gustavo Sarkis/Wilson Mateos
Director: Lux Film/Beto Salatini
All you need to succeed in art and advertising. Except a good lawyer (2008)
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa
Art Directors: Marcus Kawamura/Renato Fernandez
Copywriters: Gustavo Sarkis
Shortlist
Sneeze (2009)
A guy explains that he has a congenital problem: he sneezes paint. Due to this complication, he goes through a number of embarrassing situations in his life. But things change when he discovers the Panamericana School of Art.
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luiz Sanches/Dulcidio Caldeira
Art Directors: Luiz Sanches/Danilo Boer
Copywriters: Tales Bahu
Director: Lux Film/Beto Salatini
How far does your creativity go?
Through interaction with the public part, the Escola Panamericana de Artes questions how far the creativity of people goes.
The campaign goes from paper until outdoors, trays, napkins and every place people can take a break and deliberate their imagination, while they’re eating or even in the bathroom. This would instigate people with their own creativity and would make them think about making some kind of course in Panamericana School of Art and Design.
The visits and registration to the Panamericana increased absurdly. This made the benefit of the school (to maximize the talents) much more tangible, stimulating people to make the classes offered by the institution
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luiz Sanches/Dulcidio Caldeira
Art Directors: Andrè Gola
Copywriters: Andre Godoi
Year: 201o
Bronze Lion for the Campaign
Advertising is not a science (2010)
Regrettably, advertising is not a science. Enroll now.
Advertising Agency: AlmapBBDO, São Paulo
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches/Dulcídio Caldeira
Copywriter: Renato Simões/Cesar Herszkowicz
Art Director: Danilo Boer/Bruno Prosperi
Typographer: José Roberto Bezerra
Fame (2010)
Advertising Agency: AlmapBBDO, São Paulo
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches/Dulcídio Caldeira
Copywriter: Cesar Herszkowicz
Art Director: Marco Monteiro
Typographer: José Roberto Bezerra
Pen/Pencil
Advertising Agency: AlmapBBDO, São Paulo
Creative Directors: Marcello Serpa/Luiz Sanches
Art Directors:André Nassar/Andrè Gola
Copywriters: Rynaldo Gondim/Marco Gianelli
Illustrators:André Nassar, Janara Lopes/Estudiorama
Photographer: Hugo Treu
Year: 2011
Coincidence
Yes, there is still time. Panamericana Art And Design School
Advertising Agency: Almap BBDO, Sao Paulo
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches
Art Director:Andre Gola
Copywriter: Pernil
Year: 2011
Gold Lion for the Campaign