The Academia de Ideias ad campaign challenges the mind in the most unexpected of ways. It takes the iconic forms of Salvador Dali, Friedrich Nietzsche and Albert Einstein and converts them into elaborate mazes. Paired with the tag line, "Real challenges for your brain," the images promote a space dedicated to those interested in exchanging ideas, reflection, thinking differently and learning.
Conceived and executed by Perfil 252, an ad agency based in Belo Horizonte, Brazil
, the Academia de Ideias ad campaign was art directed by Jean Gontijo with creative direction by Marcia Lima. Despite how intricate each maze is, the images themselves, which were illustrated by Jean Gontijo, are rather minimalist. Even the slogan, which was written by Adriano Docconi, is simple, perhaps to encourage people to solve the maze.