Philips is making fruit visible and drinkable with a museum prank which is one part art heist and another part smoothie bar.
Working with Ogilvy Amsterdam, London and Singapore, the electronics brand created a stunt where an illusionist steals fruit from famous works of art in Amsterdam's Rijksmuseum and puts it in a Philips' new blenders and juicers, offering it to patrons of the museum.
Phillips said it wants to “put fruit and vegetables back in the picture” with the work which looks to underline healthy eating.
Martijn van Marle, chief creative officer at Ogilvy Amsterdam, said: “We had to be bold. After all, healthy eating and still life painting really aren’t the most captivating topics. So, to grab people’s attention, we stole priceless fruit from a world-famous art museum and threw it in a Philips blender.”
Still Life with Flowers and Fruit, c. 1728 by Jan van Huysum, Anthony Oberman’s Still Life with Fruit in a Terracotta Dish from 1830 and Floris Claesz. van Dijck’s Still Life with Cheese from 1615 also feature in the video.
Taco Dibbits, director of the Rijksmuseum, added: “I think still lifes are quite underestimated by our visitors, whereas if you look at it, it is quite magnificent art. We very much appreciate the partnership with Philips because we feel it is such a natural fit and we enrich people’s lives everywhere.”
Vote for the work in The Drum’s Creative Works below.
Ogilvy Group: Philips Electronics UK 'Dutch Masterjuices'
Ogilvy Amsterdam, London and Singapore steals priceless art and drops it in a blender to promote healthy eating for Philips. So now, you can now drink a Dutch still-life inspired masterpiece.
The new campaign plays on the insight that people tend to ignore fruit and vegetables: in still life and in real life. 86% of Europeans don’t get enough of them. This can lead to all kinds of serious health problems.
Philips believes that fruit and vegetables matter. They also believe there’s always a way to make life better. So, with Dutch Masterjuices, Phillips teamed up with The Rijksmuseum to put fruit and vegetables back in the picture.
The healthy living campaign kicked off with the release of a short film which sees still life works of art mysteriously lose their fruit and vegetables in a bold move that creates confusion and surprise with museum visitors.
“We had to be bold. After all, healthy eating and still life painting really aren’t the most captivating topics. So, to grab people’s attention, we stole priceless fruit from a world-famous art museum and threw it in a Philips blender.” comments Martijn van Marle, CCO at Ogilvy Amsterdam.
Client: Royal Philips Brand Sponsorship, Nathalie Lam, Sandra van Espen
Agency: Ogilvy Amsterdam, Ogilvy London, Ogilvy Singapore
Production: CAM DAVID
Production agency: We Film (campaign film), Dare Creative (how-to films)
Director: Joeri Holsheimer