Philips, Founder of The Rijksmuseum in Amsterdam, noticed that people tend to ignore fruit & vegetables in real life and in still life. 86% of Europeans (the Dutch included) don’t manage to eat the recommended servings of fruit and vegetables each day, this leads to serious health problems. The World Health Organisation (WHO) recommends a minimum of 400g of fruit and vegetables per day. Healthy eating is the driving message behind Phillips' range of home appliances, such as blenders. Philips believes that 'there's always a way to make life better' and wanted to find a way to put the topic of fruit and veg back in the picture whilst promoting their blenders as a tool for healthy eating.

We took the ingredients from famous still life paintings by Dutch Masters and turned them into juices using Philips blenders, so that people could 'taste a masterpiece'. The juice range was launched right next to the masterpieces themselves and made available throughout the Rijksmuseum. We used 'Still Life with Flowers and Fruit by Jan van Huysum (1728), Still Life with Cheese by Floris van Dijck (1615) and 'Fruit in a Terracotta Dish' by Anthony Oberman (1830). To reach a wider audience, we released an online film featuring an audacious art theft, where we stole the fruit & veg from these famous still life painting and turned them into juices. This gave our audience a healthy taste of art and got the topic of fruit and veg back on people’s lips.

The juices were launched at the Rijksmuseum alongside the masterpieces themselves as unsuspecting visitors and media invitees alike could taste the juices - fresh from the Philips blender. From this culinary tasting event, the media then broadcasted our healthy living message for us. To reach a wider audience we released an online film, featuring an audacious art theft, where we stole the fruits from these famous still life paintings. We also pushed 'How To' films across social channels so that everyone at home could enjoy the taste of a Dutch masterpiece. After the initial launch, the campaign continued to run and gather PR coverage across the world.

European & worldwide media picked up the stunt and re-ignited the discussion on how fruit and vegetables are crucial for our health and well-being. The campaign appeared in news channels and health blogs, including Women’s Health and Time Out. People even shared their own Masterpiece Recipes online, creating extra user generated content. Nearly 45 million people were reached in the first three weeks, with 190% over-delivery on target views. 26% over-delivery on number of media at event. +9000 articles online (google). Total articles over-delivered by 40%. Social reach over-delivered by 56%. View Rate of content: 50% (20% is Philips benchmark). The total campaign over-delivered by an average of 40%.