MASP Museum: Losers' Free Pass

This case study explains how São Paulo Museum of Art (MASP) explored the opportunity to turn soccer fans into art fans during the 2014 World Cup in Brazil.

MASP Museum: Losers' Free Pass

Campaign details

Agency: DM9DDBBrand: MASP MuseumAdvertiser: MASP Museum

Summary

São Paulo is the most influential city in Latin America. It is superlative metropolis, an effervescent pot of styles and cultures where people from over 70 different nationalities live.

The city of São Paulo has more than 15,000 restaurants, 20,000 bars, 53 shopping centers and 240,000 shops. It is the largest entertainment center in Brazil: more than 300 movie theaters and 100 plays a week.

In a city with so many options, it is difficult for MASP, São Paulo Museum of...

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