Meio&Mensagem
Publicidade

Wave Festival

27 A 29 DE MAIO DE 2019

Radio & Audio / Prata

Título: The Voice of Art
Agência: Ogilvy Brasil
Anunciante: IBM



Diretor de criação: Claudio Lima, Félix del Valle, Guiga Giacomo, Márcio Fritzen

Produtor da agência: Rafael Rosi, Cecília Taioli, Lais Pereira

Redator:: Leandro Neves

Atendimento: Bruno Perez, Chad Cathers, Gabriela Castejon, Milena Frias

Produtora de som: Banda Sonora

Outros créditos: Planner: João Marcon, Rafael Liou – UX: Marcela Coutinho, Fernando de Souza, Flávia Goulart – Motion: Tulio Inoue

Sinopse: CHALLENGE72% of Brazilians have never been inside a museum.IDEAAn interactive art exhibition where people could talk to the art pieces through an application that uses Watson’s artificial intelligence.HOW IT WORKSCurators and educators gathered data from the history of Brazilian art with books, texts, interviews, biographies, old newspapers and even current issues related to the art pieces. Then, IBM specialists spent 6 months feeding this data to Watson so it could talk about each one of the paintings and sculptures.

Transcrição do spot: THE VOICE OF ART – IBMVISITOR: Is he peppa pig’s friend?WATSON: This pig is from 1967. He could be peppa pig’s grandfather.VISITOR: Will it rain in this piece?WATSON: The sky filled with clouds, and the strong winds, show that, yes, it will rain heavily.VISITOR: What’s the style of painting used in this piece?WATSON: The (bananal) is a mixture of two styles: expressionism is seen in the piece’s distortions and cubism is seen particularly on the leaves.VISITOR: Did lindoneia really exist? Who is lindoneia? WATSON: Lindoneia is a ficitonal character, created by the painter’s imagination.VISITOR: What bananal is this?WATSON: Lasar Segall represented the banana plantation at his friend’s farm, located in Araras, part of the outskirts of the state of São Paulo.VISITOR: Does this character have a name?WATSON: Almeida (Julius) never revealed his/her name. But since this painting has been described as autobiographical, it’s possible that the character is someone close to the artist himself.VISITOR: Can this be considered art?WATSON: That’s exactly what the artist (Nelson) wanted the judges from the Salão de Arte de Brasilia from 1967, to ask. This piece caused great controversy at the time.VISITOR: Did you turn into bacon?WATSON: Here, there wasn’t anymore bacon – but maybe you could find some at the deli.(laughs)VISITOR: Why do you have such a big mouth?(laughs)VISITOR: Is it very warm there?VISITOR: What’s the style seen in this piece?WATSON: It could be said, that it is part of a realist/ modernist movement from 1930.VISITOR: Hey man, where’s your other nipple?WATSON: The character’s arms and hands were placed by the artist to purposely cover the left nipple.VISITOR: Holy cow, he understood me!VISITOR: How long has this pig been encaged for? WATSON: This pig has been trapped in this wooden box since 1967.VISITOR: How did she die?VISITOR: Why is love impossible?WATSON: Love is impossible to her. It was that very reason that killed her.VISITOR: Why is there a person with a tail?WATSON: There are neither people or animals in this painting. What we actually see, at first sight, are stylized versions of a gasoline bomb on the left and a street light on the right.

Tradução do Spot para inglês: THE VOICE OF ART – IBMVISITOR: Is he peppa pig’s friend?WATSON: This pig is from 1967. He could be peppa pig’s grandfather.VISITOR: Will it rain in this piece?WATSON: The sky filled with clouds, and the strong winds, show that, yes, it will rain heavily.VISITOR: What’s the style of painting used in this piece?WATSON: The (bananal) is a mixture of two styles: expressionism is seen in the piece’s distortions and cubism is seen particularly on the leaves.VISITOR: Did lindoneia really exist? Who is lindoneia? WATSON: Lindoneia is a ficitonal character, created by the painter’s imagination.VISITOR: What bananal is this?WATSON: Lasar Segall represented the banana plantation at his friend’s farm, located in Araras, part of the outskirts of the state of São Paulo.VISITOR: Does this character have a name?WATSON: Almeida (Julius) never revealed his/her name. But since this painting has been described as autobiographical, it’s possible that the character is someone close to the artist himself.VISITOR: Can this be considered art?WATSON: That’s exactly what the artist (Nelson) wanted the judges from the Salão de Arte de Brasilia from 1967, to ask. This piece caused great controversy at the time.VISITOR: Did you turn into bacon?WATSON: Here, there wasn’t anymore bacon – but maybe you could find some at the deli.(laughs)VISITOR: Why do you have such a big mouth?(laughs)VISITOR: Is it very warm there?VISITOR: What’s the style seen in this piece?WATSON: It could be said, that it is part of a realist/ modernist movement from 1930.VISITOR: Hey man, where’s your other nipple?WATSON: The character’s arms and hands were placed by the artist to purposely cover the left nipple.VISITOR: Holy cow, he understood me!VISITOR: How long has this pig been encaged for? WATSON: This pig has been trapped in this wooden box since 1967.VISITOR: How did she die?VISITOR: Why is love impossible?WATSON: Love is impossible to her. It was that very reason that killed her.VISITOR: Why is there a person with a tail?WATSON: There are neither people or animals in this painting. What we actually see, at first sight, are stylized versions of a gasoline bomb on the left and a street light on the right.

Diretor de Arte: Frederico Gasparian

Produtora: Bando Studio

Diretor: Alexandre Charro

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