Ernesto Neto is a renowned Brazilian artist exhibiting at the Guggenheim Museum in Bilbao.
Part of the WWP Group, J. Walter Thompson (JWT), is the world’s best-known marketing communications brand and responsible for advertising Ernesto’s exhibition at the Guggenheim Museum. JWT hired Ain TheMachine as part of the campaign to develop a live show on Bilbao city buses.
Part of Ernesto’s exhibition was related to Rio de Janeiro street life, like the hawker selling candies in the bus. Based on this concept, Ain TheMachine developed a live show of Musica Biotronica inside an urban Bilbao bus, interacting with the travelers and making them participate in the music construction.
As Ernesto Neto is brazilian and his whole work is based in Brazil, I didn’t had much choice than take all my brazilianess for a ride.
Guggenheim Museum, JWT
May 12, 2014