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Ad of the Day: A Renoir Masterpiece Tells a Heartbreaking Story About Missing Children


São Paulo, Brazil, has a government program called PLID that locates and identifies missing people. To raise awareness of this important work, agency VML interviewed the mothers of missing children—and then put those recordings over footage of one of the girls being removed from Auguste Renoir's Pink and Blue (1881), one of the world's great paintings.

Pairing this iconic artwork and these dreadfully painful stories makes for a remarkable juxtaposition, putting the personal tragedies in high relief. And the very title of the project, "The Incomplete Masterpiece," refers heartbreakingly to the family unit—so taken for granted until suddenly it collapsed.

Pink and Blue is one of the most popular works at the São Paulo Museum of Art, where it has hung since 1952. Read more about the project at Osocio.

Client: Public Ministry of the State of São Paulo
Title: "The Incomplete Masterpiece"
Agency: VML
Executive Creative Direction: Jairo Anderson and Silmo Bonomi
Creative Direction: Jairo Anderson
Copywriting: Enzo Sunahara and Mauro Mandil
Art Direction: Yumi Shimada and Gleison Stievano
Client Services: Carlos Alves and Fabio Imparato
Project Management: Joana Carmo
Executive Producer: Rodrigo Vinhaes
Video Producer: Spanda
Direction: a_dupla (Guga Ferri and Danilo Mantovani)
Art Direction: a_dupla
Executive Producer: Ana Clara Cenamo
Production Company: Camilla Hoffmann
Production Assistant: Mariana Negreiros
Client Services: Juliana Eduardo
Editing: Marco Rempel
Post-production: Cut Films
Sound Producer: Raw Audio
Image Manipulation: Pict Estúdio

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