ING as one of the sponsors of the major renovation project of the RijksMuseum in Amsterdam wanted a dramatic way of letting people know of its reopening.
ING partnered with the agency JWT to create a marketing stunt in a large shopping centre-where actors dressed in 17th century costumes created a flashmob. With the painting “The Night Watch” by Rembrandt booming through the shopping centre-an array of spectacular events unfolds after a thief sets off an alarm in one of the shops. The entertainment ends with a banner descending in front of the cast and the information about the reopening.
