Head of brand & communication at the company, Luiz Eduardo Serafim talks about the 3M Art Exhibition, which addresses topics such as racism, equity, inclusion and diversity
A brand that is synonymous with innovation – invented the famous Post-it -, 3M is holding the 11th 3M Art Exhibition, on display at Parque do Ibirapuera, in São Paulo, until the 24th. With installations by guest artists, the theme ‘Cor, Calor, Valor’ refers to the body, emotion and memory of ancestral communities and past events, and reflects on the historical social question of the time.
“The artists bring social positioning, placing in visual poetry daily responsibilities of claims for ethical values, collective memory and the right to compose the present”, says Luiz Eduardo Serafim, head of brand & communication at 3M do Brasil.
In the interview below, the executive talks about the details of the exhibition and the importance of associating the brand with urgent societal issues. “The Exhibition is yet another frontier where we manifest our values and contribute to a positive change”, he emphasizes.
Why the choice of the theme ‘Color, Heat, Value’ at the 3M Art Exhibition?
The curatorial premise of the 11th. Exhibition, developed by Camila Rocha Campos, reinforces the role of art as a tool for continuous transformation, capable of challenging the collective imagination, and promoting the transgression of current models, establishing new cultural agreements. Color refers to the mobilization of the visible dimension, of bodies, of plants, of the physical environment; Heat triggers the dimension of the invisible, referring to everything that arrives as sensation before we rationalize; Value has to do with how we manifest about what we consider relevant.
As we live in a world that urgently needs to accelerate its transformations on narratives related to native peoples, racism, equity and inclusion, diversity, empathy and respect, the theme of the Exhibition instigates very pertinent reflections for our historical moment.
How many installations are on display at Ibirapuera and which are they?
There are five works that are part of the 11th. edition of the 3M Exhibition, in which 3 installations are by guest artists and 2 are selected through public notice. The duo Denise Ferreira da Silva and Arjuna Neuman presents By forming a conspiracy on the shores of the park’s lake, which is a sailing vessel inspired by caravels, composed in artistic patches with the creative collaboration of collectives that confront the history of Brazil; Rincon Sapiência elaborated Ori, Defenses & Swordshis first sculpture, next to the Planetarium, which is a pyramid with three faces masked as a symbol of historical representation, with Saint George’s swords at the top, signifying the protection of the mind and connection with spirituality; When Here Was Here is the work of Maria Thereza Alves, which addresses the need to understand the original nomenclature of native plants that no longer exist in the park, with dozens of signs showing the names of these plants in Guarani. DUDX raised 13 flags of the LGBTQIA+ community around Praça da Paz to compose Bibal, a space for welcoming and debating gender identity and free sexuality. From Simões Filho (BA), Augusto Leal seeks to awaken in The game! reflections on the power relations of society and racism in Brazil with the installation of 24 wooden goal posts, in different shades and sizes, in which their playful representation highlights the inequality of opportunities between different races, ethnicities and social groups .
Why did 3M decide to tie the brand to social issues?
This is one of the most enduring cultural projects in Brazil, with 11 editions since 2010. As is inherent to the innovation process that is so precious to 3M, the Exhibition began as a digital art exhibition, focused on technologies of interactivity, connectivity, multi-touch screens and games, portraying avant-garde art that sought to attract a new audience to the universe of culture. The Exhibition gained public spaces, first in Largo da Batata, and now in Parque do Ibirapuera, it was abandoning its digital frame and, in recent editions, has increasingly taken on an aspect engaged with the main social issues of Brazil. Today’s world requires brands to be engaged in society’s discussions, to position themselves clearly, with transparency and coherence, to internally and externally promote the values of their brand. At 3M, like many organizations, we are immersed in transforming ourselves on issues of diversity, equity and inclusion, sustainability, comprehensive health, and other pressing issues. The Exhibition is yet another frontier where we manifest our values and contribute to positive change.
What is the image return that the brand achieves with the exhibition?
After 11 consistent editions, the 3M Exhibition managed to become relevant in the art world, respected by curators and artists, applauded by the public, reported by the press. It has the great merit of having reached more than 2 million visitors in its editions, offering space for hundreds of artists and also contributing to form new audiences that did not usually frequent museums and cultural spaces. Every year, the Exhibition has a great impact on the media, broadcast in traditional and digital media, and reaches thousands of people who attend public spaces. We bring employees, invite customers, generate content in different formats such as articles, podcasts and social media content. Thus, we are bringing visibility to the brand, associated with very important dimensions for our values and for the construction of a positive reputation authentically linked to social concerns, freedom, aimed at a sustainable future.
How does 3M associate the brand with the concept of innovation?
3M has a 120-year history of innovation, developing solutions that have improved our lives such as masking tape, durex, micropore, reflective traffic sign, respiratory protection mask, dishwashing sponge, Post -it ®, among many other things. Our positioning has always been built through narratives that strengthen this dimension of innovation that has become so important for all markets, especially in this millennium. As we are a very open and collaborative company, an important pillar for an innovative culture, we welcome more than six thousand people annually to our innovation center in Sumaré, including companies and students, to inspire, co-create and generate opportunities. Since 2010, we have maintained digital channels of inspiring and educational content about innovation, whether on the former 3minovação website, replaced by the 3M Brasil blog, the content partnership with Projeto Draft, and the podcast channel Inovação em Pauta. We are always present in the local innovation rankings and connected with the Brazilian innovation ecosystem, universities, startups, associations and national movements. Sponsorships connect with these lenses. And of course, most importantly, it is to keep innovating, in a sustainable way, in products, services, business models, digital transformation and circular economy.
In addition to the 3M Art Exhibition, are there other projects that the company sponsors culture in the country? And to sport?
At 3M, we have a strategy that clearly defines our role in sponsorship projects. In Culture, the main vector is Innovation, Science and Creativity, which are part of our essence. Thus, we have already sponsored projects linked to Santos-Dumont (we have republished his autobiographies and promoted an edition by Santos-Dumont designer, an exhibition by Guto Lacaz), we are the major sponsors of the Brasil Criativo Award in its four editions that recognize the talents of the Brazilian creative economy , let’s go to the 4th. season of the audiovisual Inspira.mov, a project that investigates the creative processes of great Brazilian innovators, aired in previous versions on TV Cultura and now, with a recently released medium-length film, directed by journalist Patrícia Travassos. Thus, strategic vision, alignment with brand values, consistency and continuity with constant renewal are the characteristics of our sponsorships. In sport, for more than a decade, we have sponsored the Clube Pinheiros and Orcampi athletics teams, helping to develop our high-performance talents in the Olympic modalities.
