Cannes Lions
FILADELFIA COMUNICAÇÃO, Belo Horizonte / INHOTIM / 2010
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Inhotim is the world's largest contemporary art museum in open air, located in an environmental park with the largest botanical garden in the Country. The museum features large-scale works by artists such as Chris Burden, Matthew Barney, Doug Aitken, Tunga and Cildo Meireles, among many others, exhibited in an area of 45 ha (111 acres). The inspiration to the spot is the Stendhal Syndrome, a psychosomatic illness that causes rapid heartbeat, dizziness, fainting, confusion and even hallucinations, when an individual is exposed to art, usually when the art is particularly beautiful or a large amount of art is in a single place. The first scene shows many people lying down in a city. Then the spot starts to rewind, and we see all the people standing up, until we finally find what started it all: a huge work of contemporary art.
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