PROBLEM
On 2013, Itaú Bank Trust aimed to give visibility to new artistic productions. It organized a contest, targeted to emerging artists. But this target suspects the sponsorship of financial entities. They fear their creativity could be conditioned by business interests and. don't want to “sell their soul to the devil”.
INSIGHT
Emerging artists are more likely to feel recognized by their peers (other artists, people of their same generation) than by appearing “art connoisseurs”.
They transcend traditional art spaces like galleries or exhibitions and look for more massive and inclusive spots.
STRATEGY
Make the general public define the shortlist of contestants.
SOLUTION:
1° STAGE: Dissemination of all contestants through self introduction videos, posted on website and social networks of Itaú Foundation. The goal would be increasing traffic over brand channels thanks to the promotion of the participants.
2° STAGE: Launching of “Circuito Emergente/Emergent Loop”, an works/artists exhibition, preselected on the previous stage, to be shown in strategic points of the city. Enablement of #nuevosgeniositau (#itaunewgeniuses) hashtag to use in contestants tweets and posts. The more tagged artists will continue to the next stage.
3° STAGE: A appropriate panel of referents of the different disciplines will select the winners. This way, we resolve the fundamental aspect of artists being legitimated by their peers.
