Monday, June 10, 2013

Thinking Outside the (Ski Resort) Box 2: "Our Heroes are Back" Campaign

The slogan 'Our Heroes are Back' is used to announce that, after an absence of one decade, all major pieces in the Rijksmuseum's collection are back where they belong. This is what happens when they suddenly emerge in an unsuspecting shopping mall somewhere in The Netherlands. With the support of main sponsor ING, entrance to the museum was free on the 13th of April from 12:00 to 00:00.
The Rijksmuseum is Holland’s biggest museum. It boasts a breathtaking collection of old masters. The most famous work in the collection is of course Rembrandt van Rijn’s Night Watch.
A stunt conceived by JWT Amsterdam and sponsored by ING brought Rembrandt’s ‘The Night Watch’ to life with the slogan “Our Heroes are back!” to life to celebrate the reopening of the Rijksmuseum.
"A gathering of some 30 gentlemen, members of the Shooting Company of Captain Frans Banninck Cocq – better known as Rembrandt’s ‘The Night Watch’ – descended on an unsuspecting shopping centre in Breda in the Dutch province of Brabant".
"This Flashmob recreates Rembrandt's Night Watch. It's considered one of the most famous paintings in the world".

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