In 2004 the Munch Museum in Oslo was the victim of a heist when thieves made off with The Scream and Madonna. Thankfully the pictures were recovered by police in 2006. But recently Madonna left the comfort of the museum yet again, this time on the initiative of the agency Morgenstern and outdoor ad specialists JC Decaux. The painting was put on temporary display in the square outside Oslo’s central train station; visible to all, but safe from thieves behind a protective panel by VERISURE, the client that inspired the project. Apparently the picture was the real thing – but the case film doesn’t show the security guards who lurked nearby to ensure that nobody got any criminal ideas.  

TitleMadonna By Edvard Munch Put In A Verisure Protected Panel
Agency
Campaign Madonna By Edvard Munch Put In A Verisure Protected Panel
Advertiser Securitas
Brand Verisure

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Media Type Outdoor/Out of Home
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Sebastian Prestø Cr....ve di....or Subscribers Only
Anders Muurman Holm Cr....ve di....or Subscribers Only
Henrik Weido Lorentzen Cr....ve Subscribers Only
Tor Adam Slettebø Cr....ve Subscribers Only
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