Art provides an emergency exit for a monotonous and lackluster life. Based on this idea, F/Nazca Saatchi & Saatchi created a campaign to announce the 17th International Contemporary Art Festival SESC_Videobrasil. The campaign includes a film inviting people to break out of their routines, switch off the autopilot and get in touch with art. Called “Good morning. Good afternoon. Good night”, the piece shows a snapshot of the life of a man and his routine. At one point, we see an emergency exit suggesting to the character and viewers that art can be a way of breaking the monotony.