Bird x Axe

June 2009
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Inhotim is the world's biggest Contemporary Art Museum in open air, located in an Environmental Park.

The longer it takes to see a problem, the less time there is to solve it.

Advertising Agency: Filadélfia, Belo Horizonte, Brazil
Creative Director: Dan Zecchinelli
Art Director: João Paz
Copywriter: Leandro Neves
Illustrator: Aderson Fagundes

Comments (11)

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petimadmoiselle's picture
127 Activity Scores

It's progressive symbolism. Do you see a bird or an axe?
The axe symbolizes a problem hidden within the framework of the birds which symbolize a false harmony. One has to look harder to see the underlying problem.
By the time one starts to see just the axes there are already too many axes in the picture that one can't do a thing about. Hence the tagline.


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