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Dutch Masters revived: Rijksmuseum campaign by KPN and CS Digital Media brings art to life
One year after the Rijksmuseum reopened, KPN and CS Digital Media brought the Dutch Masters to life on 86 digital screens in Amsterdam and Rotterdam: an innovative Digital Out of Home campaign that reached millions of people.
The Rijksmuseum was renovated for ten years. In April 2013, the renewed Rijks opened its doors to the public, leading to a highly successful year with a record number of visitors. In April 2014, as main sponsor, KPN decided to celebrate the Rijksmuseum's first anniversary together with CS Digital Media. From 13 to 19 April 2014, an innovative campaign could be seen at 16 metro stations in Rotterdam and Amsterdam.
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Experience
We transform public spaces into inspiring, dynamic environments that move and connect us.
Attention value
Masterpieces from the museum came to life on 86 CS Digital Media digital screens. The CS Digital Media studio spent weeks animating the paintings. 'We could easily have taken the lazy route and simply "stuck" a few paintings on the screens as static posters. But that would have undermined their stopping power. The dynamism of video attracts far more attention than a static image,' says CSDM art director Sebastiaan Hendriks.
Interactive screens
For one week, the stations became a digital gallery. Rembrandt's Syndics, now in motion, gazed at viewers even more intently, and Vermeer's Milkmaid poured her milk. Through interactive shelter screens, the public could also take the lead role in a masterpiece themselves. A photo was taken on the spot and instantly placed into a painting of their choice. The result was visible straight away and could be shared on social media. 'As main sponsor, we contribute to the Rijksmuseum's mission to make art accessible to everyone, and we wanted to express that with this campaign. The campaign was rolled out at a rapid pace, thanks in part to the knowledge and expertise of CS Digital Media's professional team,' says Aline van Keulen, Manager Corporate Branding & Advertising at KPN.
Digital gallery
In 2015, CS Digital Media's expertise was called on again for the 'Late Rembrandt' exhibition at the Rijksmuseum, which brought together a hundred works from collections around the world. The campaign for this exhibition built on the success of the earlier 'digital gallery'. Once again, masterpieces were brought to life, this time on 70 shelter screens across 16 metro stations in Amsterdam and Rotterdam. 'What made this campaign unique is that we were able to run it as a full-service campaign. That means we were involved from concept to media mix. Through Digital Out of Home, we reached 15.5 million people. The animations went viral: the video was viewed 7 million times and shared 200,000 times in just two weeks,' says Radjen van Wilsem, CEO of CS Digital Media.
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