After 12 years,Pinacoteca decided to change its permanent collection. The second floor was closed for an entire year to be remodeled.To avoid visitors from stopping to visit the museum and to instigate their curiosity, Pinacoteca asked the agency for a campaign that would last throughout the entire period.

What we delivered was more than that: it was a movement: Curiosism. The cat that lives within each and every one of us. It was directed to current consumers which already knew the old collection as well as new consumers that were motivated to visit the museum and see what was new.

During an entire year we created everything that a real exposition would have. Besides the installations we had a photo shoot, posters, books about the theme, gifts for sale at the Gift Shop and conventional media pieces which invited the public to visit the Curiosism exhibition at the museum. For those who were not able to enjoy it live we also gave them a reason to do this virtually. A robot shaped like a cat (symbol of the campaign) could be directed through Facebook during 3 minutes allowing the visitor to see everything that was happening on the second floor.