Chris Reed
Jun 12, 2013

Rembrandt shows that social media can be artistic

The opening of the new Rembrandt museum in Holland does not automatically make you think social media and flash mob but it did to sponsors ING with great effect!

Rembrandt shows that social media can be artistic

A 30-strong flashmob turned up at a shopping centre in Holland, arriving on horses and abseiling from ropes to reconstruct the classic Rembrandt painting “The Night Watch”.

Unsuspecting shoppers were treated to the scene as actors in seventeenth century outfits reconstructed the painting all courtesy of sponsors Dutch bank ING.

The stunt took place to promote the re-opening of the famous Rijksmuseum in Amsterdam, which has undergone an extensive restoration program since 2003 and is now fully open.

Covered by all the world’s media its target market of affluent art lovers and curious first timers have certainly become aware of the stunt. They have therefore also become aware of the museum’s re-opening in a very “un-art world” like use of social media. Original thinking from an otherwise usally conservative orientated part of the entertainment sector.

The video is so much fun that it will certainly arouse interest in cross generational demographics who may just skip the seedy/lively parts of Amsterdam to take in the museum and glory at “The Night Watch” which being based in Amsterdam is very appropriate.

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