After 12 years, Pinacoteca decided to change its permanent collection. The second floor was closed for an entire year to be remodelled.To avoid visitors from stopping to visit the museum and to instigate their curiosity, Pinacoteca asked the agency for a campaign that would last throughout the entire period. What we delivered was more than that: it was a movement - Curiosism, the cat that lives within each and every one of us. It was directed to current consumers who already knew the old collection, as well as new consumers that were motivated to visit the museum and see what was new.

Based on the idea that every material should suggest that Curiosism was a real artistic movement with a real exhibition, we decided to keep the visual clean, minimalist and informative, just like museums materials often are.

On October 15, 2011, the curiosistic movement came to an end with the opening of the New Long-Term Exhibition at Pinacoteca. In just 1 weekend, the number of visitors tripled.