SESC São Paulo (Serviço Social do Comércio) and Associação Cultural Videobrasil promoted São Paulo’s 17th International Contemporary Art Festival in 2011 with “Escape Button”, (Botao de Escape), an online tool designed to help people escape from their virtual routines. Visitors logging on to botaodeescape.com are able to install the escape button by dragging the escape icon onto the toolbar of their browsers. The Escape Button, when clicked, provides a random connection to a website, article, image or video recommended by the festival’s artists, including special guest Olafur Eliasson.
Click on the image below to play the case study video in YouTube (HD)
The Escape Button campaign was developed at F/Nazca Saatchi & Saatchi, Sao Paulo, by creative directors Fabio Fernandes, Theo Rocha, art director Fabiano de Queiroz Tatu and copywriter Thiago Espeche.