The Discovery of Mondrian

Our agency recently “painted" the whole city of The Hague in Piet Mondrian colors, demonstrating the creative and experiential power of OOH. To bring Mondrian to the hearts and minds of people, Gemeentemuseum, The Netherlands’ most renowned museum of modern arts, partnered with Kinetic and The Hague to transform the city into a living, urban Mondrian painting. The campaign was designed to promote the museum’s newest international exhibition, The Discovery of Mondrian. The primary purpose of the campaign was to boost familiarity with Piet Mondrian and draw a large audience to the museum itself and The Hague.
"Mondrian pushed boundaries, both in his life and in his work. So it only makes sense that we pushed creative boundaries for the Gemeentemuseum in return,” said Thomas Thiadens from Kinetic. “Mondrian started as a landscape painter and gradually developed into one of the founders of abstract art. He’s had an immense and immeasurable influence on art and design today, so we wanted to immerse people into his work,” he added.
The campaign proved to be a local and international success. On a local level, we successfully ignited a new sense of pride in the city of The Hague, and gave people from all walks of life the opportunity to learn and discover the true genius of Mondrian. The campaign was covered by several major local TV stations and publications, the film was viewed online over 700k times and The Hague Municipal Museum achieved a 25% increase in Facebook followers. On an international level, the campaign was picked up by 80 international journalists as well as garnering a special in-depth spotlight on CBS, that brought American TV watchers to the streets of The Hague. Our social media influencer amplification resulted in a total reach of 611k, with 16,199 total engagements.