National Museum of Fine Arts

Hashtags of Art

Agency: NBS


The Brazilian is the second most connected people in the world, behind China, according to Oliver Wyman Consulting, and one of the world champions in time connected to social networks: 3 hours and 56 minutes per person, on average, according to the report of We Are Social Agency. And it is also one of the countries that least frequent art exhibitions: only 15.5% of the Brazilian population visited museums, according to a survey by Ibram (Brazilian Institute of Museums). How then do art make attractive for this population that lives with the eyes attached to the screen of the cellular? What if museums used the same narrative so popular with social media users?
This is the proposal of the exhibition Hashtags da Arte, a creation of the NBS agency for the National Museum of Fine Arts in Rio de Janeiro.
"The project appropriates hashtags, the language used in social networks, to contextualize and even synthesize the plot of a work of art, describing the pieces exhibited in the museum in a light, fun, popular and closer to a generation that was born connected”, explains André Lima, CO-CEO of NBS.
In this way, a picture dated 1817 that shows Dom João VI posing in his gold-embroidered costume, won the hashtags #lookdodia, #reidocamarote, # ostentation, among others.
Since it was launched about a month ago, the exhibition Hashtags of Art has already been visited by about 7,188 people and is responsible for a 60% increase in the number of visits to the National Museum of Fine Arts, compared to the same period last year. The success was such that the show was extended until February 2020.
The official Instagram website (, which also reproduces the hashtags language of the show, has grown by about 150% on the basis of profile followers.

This professional campaign titled 'Hashtags of Art' was published in Brazil in May, 2019. It was created for the brand: National Museum of Fine Arts, by ad agency: NBS. This Experiential medium campaign is related to the Recreation, Leisure industry and contains 1 media asset. It was submitted over 4 years ago.


Advertising Agency: NBS, Brazil

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