| Titulo | Q-Arts |
| Agência | 121 |
| Campanha | Q-Arts |
| Anunciante | Museo de Arte de Lima y Fundación Telefonica |
| Marca | MALI |
| Data da primeira Transmissão/Publicação | 2022 / 10 |
| Sector Empresarial | Festivais, museus |
| História | MALI (Museum of Art of Lima) collaborated with the Fundación Telefónica and the agency 121 Latam to connect with new generations through Q-ARTS. Under the name "Historias. Arte y cultura del Perú," a digital platform was conceived and developed to make a great source of information and knowledge about art in Peru available to the public. The platform, driven by the Museum of Art of Lima and the Fundación Telefónica, brought new original content to the public about artists, works, and topics related to the history of art in Peru, exploring new, more accessible, interactive, and relevant presentation formats for the public. To promote the use of the platform, Q-Arts was created, a transmedia exhibition with dozens of works curated by Mali experts and reinterpreted in QR codes. When scanned, the codes led users to the platform to learn the stories behind the works. The Q-Arts collection was appreciated both in the museum and on the streets of Lima through an out-of-home campaign that surprised. "It was crucial that a museum as important to the region as MALI was constantly innovating to bring art to new generations. Historias.pe hosted '3000 years of stories in one place,' and it was a giant effort by MALI and the Fundación Telefónica to give new life to Peruvian art stories. Q-Arts was the first idea we created for the platform, a transmedia exhibition like today's life that invited people to go beyond the work and discover it in a new and related format to this new hybrid daily life in which we live. As art lovers, this was a brief that excited us from the first moment, and we were very happy with the work," said Lucas Bargen, DGC of 121 Latam. At the time, research assistants and associated researchers worked to give a second life to these contents according to the formats of the new digital platform. Likewise, the following were recovered and created: * 900 artist biographies * 600 explanatory texts of works * 40 entries on pre-Columbian cultures * Dozens of texts on concepts related to art * Dozens of virtual exhibitions inspired by 20 years of exhibitions at MALI The project was a great success and encouraged more people to explore the rich history and culture of Peruvian art. |
| Tipo de Mídia | Case Study |
| Comprimento | |
| Mercado | Perú |
| EVP Executive Creative Director | Lucas Bargen |
| Partner/Chief Creative Officer | Gonzalo Calmet |
| Creative Director | Jose luis linares |
| Creative Director | Alvaro Paitan |
| Creative Director | José Manuel Ferreira |
| New Business Lead | Vanessa Ortiz |