Dutch Masterjuices

By Ogilvy, Singapore

For Royal Philips Brand Sponsorship Brand Kitchen Appliances

Highly Commended in category Advertising

In subcategory Promo & Activation

Project Description
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.
Agency Solution
We stole still life masterpiece art and threw it in a blender 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. We took the ingredients of famous still life paintings by Dutch Masters and turned them into juices using Philips blenders. To kick things off, we stole fruit and veg from art in broad daylight, in front of visitors, then gave them the juice to try. We used their reactions in a film to reach a wider audience online and across the world. 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).
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