The Museu de Arte de Sao Paolo (MASP) wanted visitors to see what the museum had to offer. DDB Brasil created the series "Come, I wish to see you" entitled Rembrandt, Renoir, Van Gogh.
Letting art speak on art. Choosing three portraits, one each by Rembrandt, Pierre-Auguste Renoir, and Vincent Van Gogh, the print campaign brandished the copy to move with the portrait, with the tagline fluidly around the eye area of the portraits.
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Rembrandt copy:
“I saw a photographer before photography was invented. I saw Rembrandt. I saw his brush strokes shaping me. I saw the beginning of a new era. I saw Baroque, I saw Impressionism, I saw Realism. I saw Europe. I saw the world. I saw Brazil. I saw a museum flourish. I saw the dream of a man become the biggest museum in Latin America. But, after seeing all that, there’s one thing I haven’t seen yet: you. Come. I wish to see you.”
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Pierre-Auguste Renoir copy:
I saw paint turn into Impressionism. I saw Renoir painting me. I saw the disappointed banker who ordered me. I saw his disregard while throwing me into a dusty room. I saw years go by. I saw Europe finally acknowledge my value. I saw Brazil embrace me. I saw a new home. I saw that same home turn into the country’s most visited museum. But, having seen all that, there’s one thing I haven’t seen yet: you. Come. I wish to see you.
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Vincent Van Gogh 
I saw the failure of a genius. I saw the final years of Vincent Van Gogh. I saw Frenchmen underestimating me. I saw a master die in poverty. I saw a remorseful Europe. I saw millionaires shouting my name at auctions. I saw a new home. I saw adults teaching, I saw children learn. I saw a young building become Brazil’s most visited museum. But, having seen all this, there’s one thing I haven’t seen yet: you. Come. I wish to see you.
– Agency: DDB Brasil
– Title of ad: Rembrandt, Renoir, Van Gogh
– Advertiser/Client: MASP
– Product: Institucional
– Campaign: Olhos
– Ads: “Auto-Retrato de Rembrandt”, “O Escolar” and “Rosa e Azul”
– Creative Directors: Sergio Valente, Renata Florio, Rodrigo Almeida e Moacyr Netto
– Art Director: Rodrigo Bombana
– Copywriter: Edson Oda
– Account Supervisor: Daniel Malavazzi
– Media: Vilma Morais, Maria Angélica Ono
– Art Buyer: Clariana da Costa
– Graphic Production: Edson Harada
– Photographer: Sérgio Prado
– Lettering Design: TecaMarttins®
– Advertiser’s Supervisor: Paulo Donizete
