Philips and the Rijksmuseum have a long-term strategic collaboration with a focus on health technology to improve people’s lives. Activities like painting, sculpting, drawing, and photography are relaxing and rewarding hobbies that can lower your stress levels, helping you to feel mentally clear and calm.

In early 2023 the Johannes Vermeer exhibition was launched at the Rijksmuseum. Philips set out to capitalise on this exciting moment in Dutch culture and demonstrate the power of art by showing how it can impact health and well-being positively.

The purpose of this activity was to leverage the existing partnership with The Rijksmuseum and use it as a vehicle to further connect people in the Netherlands to the brand, deepen relationships and bring to life Philips mission as a healthcare company to improve people’s lives by showing the positive effects art can have on health and well-being.

Art makes an emotional impact on its audience. The Philips Big Picture took that impact further by exploring the power of art on health and well-being.

Partnering with the Rijksmuseum and leveraging a once in a lifetime Vermeer exhibition, this fully integrated communications campaign used a giant community art installation, putting it centre stage at The Rijksmuseum and art workshops to enhance the health and well-being of over 2,500 patients, Philips employees and members of the public.

We created a visually impactful 'pop-up' branded art studio right in front of the Rijksmuseum that allowed members of public to engage in art activities designed to boost health & well-being.

Philips is a well-known, beloved brand in The Netherlands with many people having strong ties and affiliations. The purpose of this activity was to leverage the existing partnership with The Rijksmuseum and use it as a vehicle to further connect people in the Netherlands to the brand, deepen relationships and bring to life Philips mission as a healthcare company to improve improve people’s health and well-being through meaningful innovation by showing the positive effects art can have on health and well-being.

We turned hospital patients, Philips employees and members of the public into a community of artists and had their work exhibited one of the most famous museums in the world alongside Vermeer classics, boosting their health and well-being in the process.

Art can inspire and enriches our lives. We set out to prove that making art can also enhance health and well-being.

We commissioned a new take on the well-known Milkmaid by Vermeer. Contemporary artist Nick Smith created a digital blueprint which was brought to life in the real world by a community of new artists assembled by Philips.

Over two weeks in February 2023 during a series of art therapy workshops that took place in Dutch hospitals, Philips facilities and at a very special pop-up art studio at The Rijksmuseum, 192 patients, Philips employees and members of the public came together lending their art and their signatures to a brand new Dutch Masterpiece that was then exhibited in one of the most famous museums in the world.

The work was debuted at a very special night at the museum attended by Dutch media and influencers.

The campaign reach and engagement was ensure by a strong media outreach, social media fuelled by a planned content strategy and influencer relations.

In under a month, we engaged with over 2,500 people in multiple locations across The Netherlands with art based exercises and activities aimed at improving their health and wellbeing.

A fully integrated campaign featuring PR, paid media and influencers brought the story to a wider audience.

Over 60 media and influencers attended a special unveiling of the big picture in the Rijksmuseum.

Media coverage featured in seven top tier Dutch titles delivering over 3 million in reach with a key message penetration of 100%.

A softer but no less important result is that our 192 participants became exhibited artists in the Rijksmuseum and their new Dutch masterpiece was displayed alongside Vermeer classics and viewed by thousands of people.

Feedback from participants and media was extremely positive. The project proved that Philips and art could indeed improve people’s health and well-being through meaningful innovation.