The Drum Awards Festival - Extended Deadline

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By Ishbel Macleod, PR and social media consultant

April 5, 2013 | 1 min read

How do you promote the fact that after a decade all the major pieces in the Rijksmuseum’s collection are back where they belong? With a flash mob, of course!

ING, the main sponsor of the exhibit, appointed JWT Amsterdam to organise the event, which also promoted the fact that entrance to the museum was free for the first 12 hours after the opening.

The flash mob consisted of over two dozen members of the Shooting Company of Captain Frans Banninck Cocq – better known as Rembrandt's ‘The Night Watch’ – descending on an unsuspecting shopping centre, with the mission to ‘capture a 17th-century rogue’.


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