Cinema Nouveau is a national chain of cinema complexes dedicated to screening international art movies. We see the emotion in a woman's eyes support the line "Some art touches you so deeply, you can stare at it for hours."

A 45-second cinema ad, in which Van Gogh’s “Sunflowers” were made to move to the sounds of Chopin, launched the campaign. It was aired in both mainstream and Nouveau theatres.We knew that the Internet was a good point of contact, as we could accurately select websites that would be of interest to art circuit followers. We could also reach Nedbank’s vast client base at a very low cost.These two elements were supplemented by a range of ambient activities in and around upmarket shopping centres with Nouveau theatres, outdoor café’s etc. Over a number of weekends we got “moving” and descended upon unsuspecting shoppers. A moving “Mona Lisa”, removal men, huge gilded frames and “Vincent” driving around, gave people no option but to “Experience Art in Motion”.