Viarco: Strokes of Freedom

October 11, 2014Filed under Media, Design and Public Interest, NGO

“The blue pencil”. The "Olympic 291" pencil produced by Viarco, the oldest and unique portuguese pencil factory, made history for the worst reasons. The dictatorial regime that ruled the country for decades used it for scratching ideas, silencing voices and opinions.
In 2014, Portugal celebrated the 40th anniversary of the 1974 Freedom Revolution and Viarco wanted to celebrate the date. Thus was born the exhibition “Strokes of Freedom”.

Taking advantage of the brand’s gallery opening, and strengthening the role of art supporting, we created an exhibition that is a tribute to those who fought for freedom, portraying 3 of their greatest symbols: Salgueiro Maia, an April’s Captain ; Zeca Afonso, the intervention folk singer; and Humberto Delgado, the” Fearless General”. These Portraits “come out" of the gallery to be seen by everyone in several communication pieces to.

All to prove that the same blue pencil - the “Olympic 291"- can create rather than destroy, express rather than repress. All it takes is to be in the right hands.

Five months after the opening, the exhibit was seen by over 4 thousand visitors and the portrays had several buying offers from private collectors.

Advertising Agency:Mstf Partners, Lisbon, Portugal
Executive Creative Director:Susana Sequeira, Lourenço Thomáz
Creative Director:Daniel Palma
Art Director:Daniel Palma
Copywriter:Sara Couto
Illustrator:Ricardo Figueira
Video Producer:Duarte Lemos
Account Executive:Duarte Azevedo
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