Close

Pure Rubens

Boijmans Van Beuningen

Museum Boijmans van Beuningen announced their new blockbuster early 2018. This time the light was shed on one of the most iconic painters this world has ever known. The master of the oil sketches, Peter Paul Rubens. In celebration of his legacy Boijmans joined forces with The Prado Museum in Madrid. T&D created and curated the Rubens marketing campaign, in which a fusion between the traditional Boijmans target group and ‘millennials’ was the aim. The result was a full 360 campaign in the form of a commercial serie. In addition to this serie T&D created an official program wherein they collaborated with eight top level artists who were asked to translate Rubens’ works into their own discipline. We divided the campaign in two sections: interviews and performances.

Case

Pure Rubens

 

Partner

Museum Boijmans van Beuningen

 

Target Audience

Millennials

 

Concept & Directory

T&D

 

Production

Joshua Raveneau

 

Visual Edit

  Studio Lotte

 

Project Year 2018

 

⎯⎯⎯⎯⎯

 

Results

 

Visitors Count Exhibition

Millenial visits ▸  +5,6%

First visit ▸  +16,4%

Interviews

In anticipation to the performances we sat down with the artists to talk about their vision and discover resemblances in their work process and Rubens’. It was a beautiful and humbling experience to see the story behind all these different art disciplines come together as one.

Sedrig Verwoert & Christiaan De Donder

Derek Otte

Lizer van Hattem

M.

Shay Latukolan

Marlou Fernanda & Tim Wes

performances

While we were soaking in the frequencies from the valuable conversations, the artists prepared for their Rubens performance. We first handedly got to witness timeless art in its purest form, inspired by a master that contributed to the foundation of multi-disciplinary art. A unique and moving experience for museum Boijmans Van Beuningen – as well as for all attendees.

Sedrig Verwoert & Christiaan De Donder

Marlou Fernanda & Tim Wes

Shay Latukolan

Lizer van Hattem

Derek Otte

M.