JWT's Rembrandt Flash Mob for ING

A gathering of 30 gentlemen, members of the Shooting Company of Captain Frans Banninck Cocq – better known as Rembrandt's ‘The Night Watch’ – descended on an unsuspecting shopping centre in Breda in the Dutch province of Brabant on Friday.

 

The appearance was a stunt for ING, conceived by JWT Amsterdam. The slogan ‘Our Heroes are Back’ was used to announce that after an absence of a decade  all the major pieces in the Rijksmuseum’s collection are back where they belong. It also was to promote that thanks ING, its main sponsor, entrance to the museum was free for the first 12 hours after the opening.

 

The campaign includes a stunt and the registration of this stunt, a newspaper advert on the day of the opening, an online game, and an internal invitation.

 

Click here to see what happens when all the members of the Night Watch raid the Barones shopping centre to capture a 17th-century rogue.