Transforming one of Brazil’s biggest (and most distant) art events into The Meeting Point of All Points of View.
For the first time in its history, the 35th Bienal de São Paulo was curated by a more diverse and inclusive team, bringing works and artists from the periphery into one of the world’s most prestigious art events. But one challenge remained: the audience still didn’t reflect the art on display. That’s where DOJO came in. To truly make this a Bienal for everyone, we built the campaign around a simple yet powerful idea: The Meeting Point of All Points of View.
Using POV culture, we reframed how people experience art—showing the Bienal through different lenses, from the artists to the curators to the visitors who had never seen themselves in this space before.
Transforming one of Brazil’s biggest (and most distant) art events into The Meeting Point of All Points of View.
In the periphery, we transformed the "carro do ovo"—a loudspeaker truck known for selling eggs—in a way that felt closer than ever. Meanwhile, guerrilla activations in subways, bars, and nightclubs proved the Bienal could be as exciting as any other city experience.
R$42M in earned media
+652K visitors
65% increase in visitors from lower-income backgrounds
