A project that sparks interest
in visitation among new audiences
A new connection between the
audience and Brazilian artistic heritage
Watch the Case study
We replaced Top Brasil song covers in Spotify with works of art from different centuries that were related to the meaning of the lyrics
Alessandro Cicarelli feat. MC Kekel
Belmiro Almdeira feat. MD Chefe
Almeida Júnior feat. Vou pro Sereno
Almeida Júnior feat. Tropkillaz
Berthe Worms feat. Tília
Stephan Kessler feat. Jovem MK
Eliseu Visconti feat. Ebony
Arthur Timótheo da Costa feat. Yan Cloud
Nicolas-Antoine Taunay feat. MC Reino
B3 is the third largest stock exchange in the world. For 134 years, it has been promoting the democratization of investments starting from 10 reais and offering shares from the leading companies in Latin America. Additionally, B3 is one of the institutions that invests the most in culture in Brazil, sponsoring museums such as MASP, Pinacoteca, Museu do Amanhã, and Inhotim, because it believes that culture is the first investment a person needs to make to have a full and prosperous life.
A FEAT BETWEEN ONE OF THE MOST IMPORTANT MUSEUMS IN LATIN AMERICA AND THE MAIN POPULAR CONTENT PLATFORM
With over 120 years, it is one of the most important museums in Latin America, with more than 3.000 works of art on display.
10B streams on Spotify
37B viewers
IN THE MUSEUM, A GUIDED TOUR ALSO CONNECTED THE MUSEUM'S CLASSICAL ART WITH THE EVERYDAY LIFE OF YOUNG BRAZILIANS.
And the artists themselves invited people to listen to the paintings in the museum
@tropkillaz
2.569.896M
151K
@vouproserenooficial
1.589.755M
818K
@tiliaoficial
180.549K
1,7M
@mcreinoo
555.038K
503K
@yancloud
129.169K
63,4K
@mckekel
1.778.598M
6M
@jovem_mk
11.549K
177K
@mdchefe
1.335.812M
2,8M
@baddiebony
1.013.350M
498K
We took the works of art to the Streets
The campaign surpassed the universe of Streaming and music by gaining prominence in the country's major media outlets. In total, there was more than 2.5 million USD in earned media, or 25 times the total amount invested in the project
55%
increase in
ticket sales
86%
increase in the association
between culture and the
stock market
88%
likeability
130X
increase in
website visits
120M
organic impressions
7K
minutes of art and
street stories listened to
25x
the total
investment
in
earned media
49%
financial market
benchmark
Project offers an audio-guided tour at the Pinacoteca
Artworks are displayedon the covers of Brazil’s most-listened-to songs
B3 joins forces with Kondzilla and Pinacoteca to democratize culture
Why are some Spotify playlists displaying paintings from Pinacoteca?
