Creativity: 80%
Intelligence: 75%

It looks a little contradictory when an art museum’s advertisement says: “Art doesn’t live on museum walls. It lives in you”, but it’s just a creative way to advertise for a special group of people. These ads for Sao Paulo Museum of Art, winners of a Bronze Lion in Cannes Lions advertising festival, combine a good art and creative direction and copywriting.

A closer look reveals famous elements of different painters’ artworks combined together. The one above combines Vincent Van Ghogh’s sky, sun, sunflowers and furniture and his self-portrait, with Edward Munch’s famous character from The Scream, and other ads from this campaign combines artworks from different painters like Dali and Picasso.

From the picture and the text of the ad, it’s apparent that these ads depict someone’s imagination. So do you think the small faces in the bottom of these ads necessary ? I don’t think so.

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Creativity:75%
Sexploitation: 30%
Intelligence: 90%

Besides very good art direction, I like the messages written in each of these ads. This campaign won a Gold Lion at Cannes Lions advertising festival.

Do you have any opinion about the ratings above? Comment on!

“Straps 5 millimeters thinner. Great news for your admirers: you’ll be 5 millimeters more naked.“

“If you like delicate and feminine things, you deserve a sandal like this. If you don’t, you deserve to be hit with a sandal like this.“

“Havaianas make you more attractive to the opposite sex. Problem: they can make you more attractive to your own sex too.“

“Ideal for seduction: they’re very beautiful. Ideal for post-seduction: they’re very easy to take off.“

“If he praises your eyes, he’s thinking about your breasts. If he praises your smile, he’s thinking about your breasts. If he praises your Havaianas, either the guys has a foot fetish or he’s thinking about your breasts.“

“We made the size of the straps considerably smaller. If it worked with bikinis, it’ll work with sandals.“

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