Every January 25th a poster exhibition is organized by Senac at IAC (Contemporary Art Institute), celebrating the anniversary of the foundation of São Paulo. Several illustrators and graphic designers are invited to express their love for the city on posters and postcards.

The poster uses an optical effect to display the phrase 'São São Paulo Meu Amor' (São São Paulo My Love) hidden in the middle of tiny white hearts over a black background. A single red heart is used as a dot for the phrase, and is the only trace of its existence.