- MNAA X PÚBLICO -
SAVING A 600K MASTERPIECE FROM A PRIVATE COLLECTOR, BY DIVIDING IT INTO 10 MILLION PIXELS, ALLOWING EVERYONE TO SPONSOR IT. EVEN THE PRESIDENT.
The National Museum of Antique Art in Portugal had a problem. A 600-thousand-euro problem.
The Adoration of the Magi by the painter Domingos Sequeira, was owned by a private collector, and was put up for sale with a high chance to be bought and taken abroad.
To keep the painting where it belonged, we decided to create a different kind of fundraising: diving it in 10 million digital pixel so that anyone could sponsor it.
Each pixel was up for sale for 0,06€. The campaign got the attention of the entire country, becoming front-page news in every newspaper, magazine and TV channel in Portugal.
Suddenly people on the streets were talking of art instead of soccer.
The campaign was endorsed by different Portuguese celebrities from the arts field: musicians, sculptors and filmakers.