Recent studies of the World Health Organization have shown that regular exposure to art has positive effects on the Mental healthreduce stress and contribute to a higher quality of life. Thus, visiting museums, galleries or attending cultural events can slow down cognitive deterioration and reduce the risk of developing dementia in old age.
The piece intends to connect with the audience from the most sensory plane
Starting from this insight, and on the occasion of the last International Day of Museums, the Creative Agency Tango and the Mapfre Foundation have launched the piece “Art changes to us”a digital campaign that seeks to highlight the emotional and psychological benefits of art in people’s lives.
The audiovisual piece intends to connect with the audience from the most sensory plane, emphasizing the real connection that occurs through the contemplation of art and how it can generate positive reactions in our body and mind, thus promoting well -being. The piece captures the physical and emotional reaction to the rupture of the frantic environment of the city as opposed to the spaces created for cultural and artistic enrichment such as museums. This shows the sensory impact produced by the contemplation of a work of art highlighting details such as the Pupil dilationhe Skin eryility and the Emotional activation Faced with every detail.
“Art changes to us” It materializes in a content for social networks such as Tiktok, Instagram and YouTube. “Through this campaign we want to reaffirm our commitment to culture and emotional health, promoting a clear message: art not only beautifies the world, but also transforms it,” Nadia Arroyo, director of the Mapfre Foundation Culture area in a statement expresses.
The Tango agency has worked on the conceptualization and development of this campaign to achieve a sensory impact: “We did not want to simply show art, but to convey the visceral experience of being in front of a work, feel its energy and connect with it to a deeper level.”says Miguel Pico, Head of Digital of the Tango agency.
The campaign is aimed at both social networks and the general public, with the aim of encouraging visit to cultural spaces and promoting art as a tool for personal transformation. It has been launched simultaneously in Spanish, English and Portuguese (in Brazil), to reinforce its global scope.
