Rose & Blue (1881) is an Impressionist painting created by Pierre-Auguste Renoir. It is hosted in MASP, the world-renowned Sao Paulo Museum of Art. So, we invited a digital craft artist to remove one of the girls from this masterpiece in order to call public attention to real missing children.

We built an integrated campaign around this idea with the objective of raise awareness for the cause and encourage people to spread the word on social media.

We put our chances on the sharing potential of the main idea: to remove one girl from a world-famous painting.

This "Incomplete Masterpiece" was the core of our campaign and it was presented in different creative pieces: besides two film versions (3'30" for MPSP's social channels and 30" for cinemas), we also had print ads, digital banners and out of home displays. We counted with a strong PR support to boost the buzz around the campaign.

In the first days of campaign, we had 47% more interactions on Facebook. The most important portals in Brazil talked about The Incomplete Masterpiece. Publishers as G1, Folha de São Paulo, Catraca Livre, Hypeness, Brasil Post etc. highlighted the impact of seeing a child disappearing in front of our eyes.

Even local TV networks from other regions of Brazil have been asking us to air a 30" version of the film on TV.

We also had TV coverage: until now, the work was presented in an important TV news called "Jornal da Cultura". Local celebrities engaged to the campaign, including UFC legend Vitor "The Phenom" Belfort.