Rijksmuseum Reopens with a Bang!

Rijksmuseum in Amsterdam reopened after a 10 year renovation and took their audience by surprise through an in-mall guerrilla marketing stunt at Barones shopping centre to capture the 17th century rogue, featuring characters from famous paintings to be returning to the museum.

A gathering of some 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.

The stunt literally brought the Rembrandt’s ‘The Night Watch’ to life with the slogan “Our Heroes are back!” The stunt was conceived by JWT Amsterdam and sponsored by ING.

There is also a making of the stunt uploaded on ING’s Youtube channel that you can view here:

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