In the year when it celebrates its 5th anniversary, maat – museum of art, architecture and technology sends an invitation to gather the public’s opinion using a new advertising campaign. Produced by the agency Uzina under the concept ‘Come and Opine’ (‘Vem Achar’), the campaign is based on the assumption that there are no right or wrong reactions when we talk about art, only opinions. This inclusive narrative invites both the aficionados and the most unexpected visitors to come visit maat and form an opinion on the museum and on contemporary art. Inspired by the polarised sentiments commonly expressed towards the museum in particular, and contemporary art in general, the campaign wishes to inspire each person’s critical spirit and to democratise the idea of maat as a space open to all sorts of opinions. ‘The phrasing of the concept is an invitation to a debate open to everyone, it is a type of dynamics that requires the public to come and see it with their own eyes,’ explains Susana Albuquerque, Executive Creative Director at Uzina.
‘Five years after the museum opened its doors, we thought that it was the right moment to launch this invitation to express an opinion on everything that the EDP Foundation campus has to offer: the architecture of the maat and power station buildings, the exhibitions, the view, the gift shop, the cafeteria. This call to action is even more relevant at a time when, due to the pandemic, it is important to help people reconnect with museums and cultural activities,’ adds Catarina Seixas, Communications director at EDP Foundation.
In terms of graphics, the campaign uses colours and typography inspired by the new brand guidelines, thus emphasising the images of the maat building, Central Tejo and also of the adjacent gardens. The opinions used in the campaign were collected from the comments found on various platforms, from Google to Tripadvisor, thus reinforcing a natural and healthy dichotomy of opinions and points of view, promoting debate and recognising that it is impossible to please everyone.
The campaign begins at the end of June and will continue through to December, appearing on TV, out-of-home advertising and also on digital media.
