Bird x Axe

Agency Network: 
June 2009

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

Print advertisment created by Filadelfia, Brazil for Inhotim, within the category: Recreation, Leisure.

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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Guest's picture

any relationship between the picture and the slogan ? i can't see it.

Reality Check's picture
Reality Check
Activity Score 2539

The campaign is not only hard to understand, it isn't much fun trying to figure it out.

Guest's picture

nice job ripping off M.C. Escher.

skinny's picture
Activity Score 161

I'm lost here. Can someone please explain?

petimadmoiselle's picture
Activity Score 127

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.

DarkSide's picture
Activity Score 1066

Like it

PERP's picture
Activity Score 433

I was only able to understand this one by looking at the other. It doesn't seem to work and it is not very appealing.

.: look for the green giant on the label :.

Prof's picture
Activity Score 1449

sooo M.C. Escher ...

Quite really.

rolling.stone's picture
Activity Score 2741

When first I read the copy, I thought it is a public service ad !


~ Quite obviously, I have gathered no moss ! ~

Guest's picture

I like the thinking behind it - clever, but the execution isn't so great on the eye.