Panamericana Creativity Tests
Panamericana School of Art and Design (Escola Panamerica de Arte e Design) launched an integrated recruitment advertising campaign using print, poster, outdoor and ambient media to ask the question, How far does your creativity go? Circles, crosses and lines in magazine advertisements, on placemats, serviettes, wall panels and graffiti walls, were used as the starting points for doodles, grafitti, resulting in a range of fascinating responses. The magazine campaign (the last three below) won a Gold Press Lion at Cannes International Advertising Festival 2009.
The Creativity Test campaign was developed at Almap BBDO São Paulo, Brazil, by chief creative officer/executive creative officer Marcello Serpa, creative directors Luiz Sanches and Dulcidio Caldeira, copywriter Andre Godoi, art director Andre Gola, typographer José Roberto Bezerra.