The Folha Top of Mind party rewarded the winning brands in 80 categories of the 33rd edition of the Datafolha national survey. But, among the uniformed fans and mascots of the champions, what really caught the attention of the guests were the five stylized elephants that were present at the event.
Installed at the entrance to the Tokio Marine Hall, in the south of São Paulo, the Instagrammable pachyderms caused queues for photos like real movie stars.
Months of work, the curation and construction of the artistic intervention achieved the result expected by Henrique EDMX Montanari, curator of the exhibition.
“It was intense, with a lot of research. Seeing my work here, together with the works of other artists, represents a feeling of mission accomplished, of satisfaction”, he said, who created one of the five sculptures in the project.
Designer and author of one of the interventions on the Top of Mind mascot, Auá Mendes commented on the importance of giving a spotlight to creators belonging to different groups. “It’s a relevant space due to its demarcation. The works will be demarcating space, and whoever looks at it will probably wonder who did it.”
Creator of one of the elephants, Ciro Schu highlighted the visibility that the event brings. “The idea is that people get to know not only my work, but everyone’s. And that our work can enter places that we don’t.”
For Gonçalo Borges, an artist who paints with his mouth and feet, the fear that all his works would look the same was not confirmed. “Quite the opposite. Each one exposed their idea, their art, and that was very positive.”
The customized elephants caught the public’s attention among activations from brands such as Omo, Pirelli and Volkswagen, which took place in the showroom’s hall.
The president of the Owly agency, Ricardo Levy, and the sponsorship manager, Bruno Esteves, decided that the best place to have a drink and talk was right next to the elephants.
Levy praised the initiative of having the works of five Brazilian artists who represent the country’s diversity at the awards party.
“The project managed to bring a bit of Brazilian culture to the elephants, and this is positive for the event,” he said. “In addition to culture, it’s good to show diversity too. This is very important for an event of this size”, adds Bruno Esteves.
Medley’s marketing manager, Isabela Buratto was one of the guests who took selfies with the five versions of the mascot. “Bringing diversity to this award makes a lot of sense, also because we experience a very healthy diversity of brands and products.”
Owners of the Folha Top of Mind 2023 party, the sculptures will not be discarded. The idea is that the five customized elephants will be displayed in the city of São Paulo, in locations that have yet to be defined.