Mauritshuis

Mauritshuis, an established museum in The Hague, was ready to invite new visitors to enjoy their beautiful art. Focusing on New target groups that loved culture, but did not find their way into the Mauritshuis. Where to find them? Exactly in their natural cultural habitat, through their much loved musicians. I created the campaign “Bekijk het Mauritshuis met je oren” (Watch the Mauritshuis with your ears”). In this campaign we create songs based on the paintings and brought them alive through music and artists. We presented the songs in a new and exciting way to spark curiosity about the paintings in the Mauritshuis.

We invited known artists to the museum and have them select a painting. They then created a song about “their” painting. The release of these songs on the Mauritshuis Spotify playlist and, importantly, the release of the artists themselves, got a lot of PR and excited a whole new group of culturally interested people. Each new painting and each artist reached a new niche audience. The media loved it and so did the Maurtishuis with millions of streams and a new stream of interested people coming to the museum.