São Paulo Museum of Art, Museu de Arte de São Paulo (MASP), has just finished running an exhibition promoting the work of Walker Evans, described as the 20th Century’s greatest American photographer. The exhibition, run from October 2009 to January 2010, features historical images from the Great Depression of 1929. “No he didn’t say cheese”, is a reference to the photographer’s challenge of capturing depression rather than exuberance. The second photograph replaces the classic studio portrait with a candid shot of a shoeless boy at home. “At a time when no one had anything, those with a camera made history”. The third advertisement makes a reference to the effect of the Global Financial Crisis on Brazil. “The photos were so ahead of their time that they could have been taken today, in Brazil.”
The Walker Evans campaign was developed at DDB Brasil by creative directors Sergio Valente, Guilherme Jahara, Marcelo Reis, art director Guilherme Jahara, copywriter Marcelo Reis, account supervisors Daniel Malavazzi, Kim Moraes, advertiser’s supervisor Paulo Donizete, media planners Vilma Morais and Maria Angélica Ono. Photography is from the Fundación Mapfre Collection.