A common cunning and indirect way to advertise a product is to actually avoid portraying it within its promotional prints, but despite the fact that the goods behind these Sao Paulo Museum of Art (MAPS) 64th Anniversary ads are often deemed awkward to copy within campaigns, the DDB advertising agency of Brazil has chosen to feature them anyway.
Several familiar historical portraits have become the faces of the institution's milestone posters and printed media. Oil paintings executed hundreds of years ago are brought to life with comical captions and amusing contemporary additions. Three pictures have been embellished with the inclusion of cupcake birthday cakes complete with a single lit candle. The rendered characters have even been altered slightly to appear to blow out the tiny flames. In other MAPS 64th Anniversary ads, several of the subjects chat between frames about the gallery's momentous occasion that approaches.
Captioned Painting Campaigns
MAPS 64th Anniversary Ads Spark the Interest of Historical Subjects
Trend Themes
1. Historical Portrait Advertising - Disruptive innovation opportunity: Utilizing historical portraits with comical captions and contemporary additions to advertise products or services.
2. Milestone Poster Campaigns - Disruptive innovation opportunity: Creating milestone-themed posters with recognizable historical figures to generate interest in an institution or brand.
3. Character Alteration in Print Media - Disruptive innovation opportunity: Altering characters in oil paintings to add modern elements and make them interactive in advertising campaigns.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity: Using creative techniques, such as historical portraits and milestone-themed posters, to capture audience attention in advertising campaigns.
2. Art and Culture - Disruptive innovation opportunity: Leveraging historical paintings and characters to engage audiences and promote cultural institutions or events.
3. Printing and Publishing - Disruptive innovation opportunity: Incorporating comical captions and contemporary additions in printed media to increase consumer interest and engagement.