F/Nazca help Pinacoteca reinvent going to the museum with new interactive game

The São Paulo Pinacoteca ─ the oldest art museum in the city ─ launched an interactive game to promote a unique experience for those who visit the institution: it transforms the subway and metropolitan train lines in São Paulo into a giant game board and challenges players with questions about the art collections at the Pinacoteca, the Subway, CPTM, and ViaQuatro.

In order to participate in the PinaTrilhos (in loose translation: PinaTracks), it’s necessary to download the app (available for IOS and Android) and, inside the train, begin answering questions about the works. Those who get the right answer move on to a station closer to Pina_. A wrong answer will move the player one station further from the museum.

For those who want to play with the family and friends, in the traditional way and at no cost, simply download the game board from the website.

The game was devised by creative agency F/Nazca Saatchi & Saatchi.

Theo Rocha, Creative Director at F/Nazca, explains: “We want to show that consuming art can be simple, fun, and accessible to everyone.”


Client: Pinacoteca
Product: Institutional
Title: PinaTrilhos
Agency: F/Nazca Saatchi & Saatchi
CCO: Fabio Fernandes
Creative Directors: Eduardo Lima, Theo Rocha & Marcelo Ribeiro
Head of Art: João Linneu
Creatives: Rafael Beretta, Thiago Carvalho, Eduardo Lima, João Linneu & Marcelo Almeida
Motion Graphics: Gisele Oshiro & Estevão Puggina
Account Supervisors: Ricardo Forli, Andrea Almeida, Florencia Lear, Valéria Coutinho, Beatriz Altafini & Lívia Gdikian
Media: Maurício Almeida, Fabiana Rodrigues & Gabriela Vecchia
Planers: Andre Foresti & Gabriela Sanchez
Agency Producer: Giuliano Springhetti
Technology: Jefferson Russo, Marcelo Arteiro & Tiago Canzian
Director of Integrated Production: Juliana Hasegawa
Project Managers: Bia Andreucci, Beatriz Penino, Vivian Mo & Julia Martinussi
Sound House: Carbono
Voice Over: Romero Cavalcanti
Client Supervisors: Paulo Vicelli, Adriana Kunsch, Patricia Ewald & Ana Carolina Costa

Source: F/Nazca Saatchi & Saatchi.

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