Every detail of Vermeer's world-famous painting The Milkmaid has been studied by

scientists for centuries, but on September 8, 2022 at 4:17 p.m., using X-ray, the Rijksmuseum's research team revealed new objects hidden in the painting, propelling this masterpiece into the center of conversation and media around the world.

In France the milkmaid is also one of Nestlé's most famous yogurts.

An opportunity for the brand to reveal even more...

The brief was simple: capitalize on this opportunity and react the fastest we can.

In 24 hours, using the new possibilities of Al, we reveal things not inside, but outside the

picture. With nearly 1,000 iterations and prompts, we revealed to the world, thanks to a 30 seconds video, an extended version of the milkmaid, with many people admiring her patiently preparing her delicious yogurts.

To ensure maximum PR impact of our campaign we decided to surf on 2 trends: one technological with the launch of the IA Outpainting feature and another cultural with the reveal of the objects hidden in the "Milkmaid" painting of Vermeer.

This first ad created with Al outpainting technology was simply posted on the brand's YouTube page with 0 media budget, and it generated a lot of interest. We also sent our video to some media we identified.

350 years after its creation, Nestlé has revealed a new facet of its masterpiece that will never cease to surprise us.

Our campaign has been relayed by all the major media in France but also International, including the TF1 20h news, which is the most watched in Europe.

Results : with 0 media budget >> 15 million people exposed, 1 000k€ of media value acquired.