Reinaldo Amaral,Rhinocerus,Alves da Silva, Mariangela,Marcos Vasconcelos, Luiz,Celia Amaral con CHRONICLES OF AN INVISIBLE EXHIBITION
"THE CARIOCA SUBWAY STATIONAfter having been left to fester for two years in the previous administration’s drawer, we got a phone call and – bingo! – we found ourselves in a meeting with the new board of MetroRio. Besides the three company officers, there were two people from marketing along with three representatives from the advertising agency in charge of the account.For forty minutes we presented the general concept behind the project. We moved to another room and then spent over an hour going through the most important points and features in detail. We were listened to carefully and cleared up any doubts.“It’s going to be expensive, but is an excellent project!” the marketing director finally said. “We think this is the best proposal of the year! It’s magnificent and enthralling. Let’s work together! Congratulations!” the commercial director exclaimed.We left the MetroRio offices with a winning project!We knew about the high costs, but with the agency’s endorsement it didn’t matter how much the project would cost. After all, we were dealing with the people in charge.The following week we received the price lists and plans for all the media: the static and digital media, the promotional actions, a letter of presentation and everything else that was necessary for selling advertising space in subway stations.After two long hectic months, daily clashes with advertising executives’ egos and many sleepless nights, we realized that our business had changed. Formerly an art studio, we now operated in the advertising market… We were no longer artists, we were now the subway’s media agency… We went in and out of meetings and waiting rooms dealing with contractors… We had already experienced something similar based on the Culture Incentive Law which had expired after three years of unsuccessful fundraising.When we went back to the talks, the agency expressed a position that had previously remained unclear. “We are an operating company, not an advertising agency”. Then, I gave my farewell speech, “I’m an artist, not a salesperson!”CULTURE IS FIRST LADY ISSUE, I PRODUCE ART!When will they ever understand?"