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.
What's Driving This Trend
- Elaborate Maze Art
- Opportunity to create intricate mazes as an immersive and engaging form of advertisement.
- Iconic Figures as Marketing Tools
- Opportunity to use well-known personalities as a way to grab attention and spark interest in a campaign.
- Brain Challenges for Cognitive Enhancement
- Opportunity to promote brain-stimulating activities and products in the market.
Who This Affects Most
- Advertising and Marketing
- Opportunity for ad agencies to explore new creative avenues and engage audiences in unique ways.
- Art and Design
- Opportunity for artists and designers to create visually appealing and intellectually stimulating artwork.
- Education and Learning
- Opportunity for educational institutions and learning platforms to promote brain training and cognitive enhancement.
