The Rijksmuseum asked us to create a distinctive way to celebrate the fact that the museum was going to welcome its 10 millionth visitor since the reopening. The Rijksmuseum has a communication claim, that it “surprises everybody”. The most famous panting of the Rijksmuseum is the Night Watch by the beloved Rembrandt van Rijn.

This unique promotion and activation moment combined these perspectives in one event, which celebrated the 10 millionth visitor. By giving this specific visitor a once in a lifetime experience, we did not only surprise the main person, but people all over the world who were confronted with the stunning picture and feel good movie.

This special moment was seen as the opportunity to promote the museum and bringing its communication claim to live, in a very cost-effective way.

The “operation” was prepared with extreme precision. Every conceivable scenario was discussed in advance. The entire technical crew was on standby for two days, to be able to take action at the right moment. On "D Day", all of the museum staff gathered to discuss the production schedule before the museum opened. At 2:04 p.m. the unsuspecting visitor entered the museum. The doors swung open, after which more than a hundred employees welcomed the guest with a resounding applause. Totally bewildered, the guest walked to the museum’s Director who congratulated him.

In a pre-recorded video, the Dutch Prime Minister explained his unique opportunity:

a night underneath The Night Watch. From that moment on “our winner” was in the lead and the cameras could only follow until he turned down the light and started dreaming next to The Night Watch….