Accelerating   the   fame   of   the   Dutch   Masters   of   Motorcross  

Question

At the Rijksmuseum and Zwarte Cross festival, there was a shared need to reach a broader audience. An original collaboration that calls for an original campaign. 

Approach

Together with Zwarte Cross' godmother Aunt Rikie, we brought the two worlds of the Dutch masters - that of motocross and that of the original Dutch masters - together in a striking video. Amid the works of Rembrandt, Hals, and Vermeer, we present the new Dutch masters: world motocross champions Jeffrey Herlings and Brian Bogers.

Result

The most notable museum in our country places itself in a striking way directly in the spotlight with a large audience that until then they had difficulty reaching. The campaign and collaboration also formed a playful way for the festival to attract attention.