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Almost three-quarters (72 percent) of Brazilians have never been inside a museum, according to a 2010 study from the Brazilian Institute of Economic Research. There are probably many reasons for this, but among them is the feeling that art can seem inaccessible unless you’ve studied it.
So, how do you get art to speak to you specifically? By getting it to speak, period.
For the launch of IBM Watson in Brazil, Ogilvy Brazil created an interactive guide that lets people have conversations with work housed at the Pinacoteca de São Paulo Museum.