JWT Amsterdam brings Rembrandt’s ‘Night Watch’ to life in epic flashmob

To mark ING’s sponsorship of the reopening of the historic Rijksmuseum, JWT Amsterdam brought the museum’s most famous work, Rembrandt’s ‘Night Watch’ back to life. In an epic 17th-century style reenactment, thirty gentlemen dressed as members of the Shooting Company of Franc Bannick Cocq flooded the floor of an unsuspecting shopping center in the Dutch province of Brabant this past Friday.

After undergoing a decade-long renovation, the Rijksmuseum is opening to the public once again on April 13, 2013. As the main sponsor of the Rijksmuseum’s reopening, ING is donating free entrance for all guests visiting the museum in the first 12 hours of opening.

The campaign’s slogan ‘Our Heroes are Back’ alludes to famous artwork returning to Rijksmuseum’s collection. In addition to the flashmob, JWT Amsterdam has launched a newspaper advertisement on the day of the opening and an online game.

The YouTube video of the flashmob in action has already gone viral and was dubbed by Huffington Post UK and The Telegraph as “the most cultured flashmob ever.”

Watch the members of the Night Watch raid the Barones shopping center below:

A flawless reenactment–check out the resemblance to Rembrandt’s ‘Night Watch’:


Agency: JWT Amsterdam

Client: ING – Eline Overkleeft and Johan van der Zanden

ECD: Bas Korsten

Creatives: Rik Eysink Smeets and Nick van Beijnen

Strategy: Marcel de Jonge

Account: Edgar Molenaars, Natalie Verhoeff, Linda Jansen

Screen producer: Natalie Verhoeff

Production company: Brenninkmeijer & Isaacs

Director: Coen Stroeve

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