MASP Eyes of the Painted
MASP, the São Paulo Museum of Art (Museu de Arte de São Paulo Assis Chateaubriand) is promoting its collection of Western art with a print advertising campaign showing us the masters through the eyes of their subjects. Wer’re provided with the perspective of the paintings through the years, through the eyes of Van Gogh’s Student, Renoir’s Alice and Elisabeth Cahen d’Anvers (Pink and Blue) and Rembrandt’s Self Portrait with a Golden Chain.
I saw the failure of a genius. I saw the final years of Vincent Van Gogh. I saw Frenchmen underestimating me. I saw a master die in poverty. I saw a remorseful Europe. I saw millionaires shouting my name at auctions. I saw a new home. I saw adults teaching, I saw children learn. I saw a young building become Brazil’s most visited museum. But, having seen all this, there’s one thing I haven’t seen yet: you. Come. I wish to see you.
I saw paint turn into Impressionism. I saw Renoir painting me. I saw the disappointed banker who ordered me. I saw his disregard while throwing me into a dusty room. I saw years go by. I saw Europe finally acknowledge my value. I saw Brazil embrace me. I saw a new home. I saw that same home turn into the country’s most visited museum. But, having seen all that, there’s one thing I haven’t seen yet: you. Come. I wish to see you.
I saw a photographer before photography was invented. I saw Rembrandt. I saw his brush strokes shaping me. I saw the beginning of a new era. I saw Baroque, I saw Impressionism, I saw Realism. I saw Europe. I saw the world. I saw Brazil. I saw a museum flourish. I saw the dream of a man become the biggest museum in Latin America. But, after seeing all that, there’s one thing I haven’t seen yet: you. Come. I wish to see you.
The MASP campaign was developed at DDB Brasil by creative directors Sergio Valente, Renata Florio, Rodrigo Almeida, Moacyr Netto, art director Rodrigo Bombana, copywriter Edson Oda, account supervisor Daniel Malavazzi, art buyer Clariana da Costa, graphic producer Edson Harada, photographer Sérgio Prado, advertiser’s supervisor Paulo Donizete, media planners Vilma Morais and Maria Angélica Ono. Lettering design was by TecaMarttins®.