In short, 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' - thus giving people a healthy taste of art and getting the topic of fruit and veg back on people’s lips. The juice range was launched 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 fruits from these famous still life painting and turned them into juices.  

To kick things off, we took the fruit & vegetables from priceless paintings by Dutch masters and turned them into healthy juices using a Philips blender. The visitors to the Rijksmuseum were greeted with a glass of a Dutch MasterJuice. The juices were launched at an event alongside the masterpieces themselves as unsuspecting visitors and media invitees alike could taste the juices - fresh from the Philips blender. From a simple product demo 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 continues to run and gather PR coverage across the world.

After only 2 weeks, 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 like Women’s Health, Time Out, Health Populi, Horizont, Creativity Online. People even shared their own Masterpiece Recipes online. 

> Over 45 million people were reached in the first three weeks, with 190% over-delivery on target views.

> View Rate: the 50% view rate target of 20% is the Philips benchmark - the campaign is currently over delivering by an average of around 40%.

> +9000 articles online (see google).

> Our source, Synthesio, indicates that coverage is 45% factual, 43% positive and only 2% negative.

> KPI versus media investment: every KPI is in good shape - delivering at lower cost and at a higher pace than expected.

To activate a cultured audience who’s aware of importance of fruits in their diet but still ignore them, we needed to engage them in-the-field at a unique public location with an immersive reminder of healthy habits through an unforgettable brand experience – the taste of a masterpiece. We took the ingredients from famous still life paintings by Dutch Masters and turned them into healthy juices using Philips blenders. The juices were made available throughout the museum. This immersive experience showcased the Philips belief ‘there’s always a way to make life better’ whilst also demonstrating a captivating way of healthy eating.

Philips calls their target audience 'life embracers'. They are individuals, typically aged 25 onwards, who are cultured and health conscious, but apathetic to the same old health messages. We needed to remind them of the important topic of fruit and vegetable consumption, but in a way, they'd find engaging and less easily ignored. Just like fruit & veg, art also enriches our target markets' lives. But we needed to be bold and do something high profile. So, as a founder and a long-term partner of the Rijksmuseum, Philips combined people’s passion for the arts with their own commitment to healthy living to grab attention with an experience they would never forget. So we used the ingredients from priceless paintings and turned them into healthy juices using a blender. We gave them the chance to actually taste a Dutch masterpiece.

Philips, founder partner of The Rijksmuseum, Amsterdam, noticed that people tend to ignore fruit & vegetables in real life and in still life. Even the relatively healthy Dutch. (86% of Europeans don’t get enough and ignoring them leads to serious health problems. The World Health Organization (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. They believe 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. But how do you bring attention to a topic that is so easily ignored and encourage people to eat more fruit and veg? That is the task that Philips, a global leader in health technology, gave to us.