The new campaign which features a series of disappearing fruit in famous artworks plays on the insight that people tend to ignore fruit and vegetables
Ogilvy Amsterdam, London and Singapore steals priceless art and drops it in a blender to promote healthy eating for Philips. So now, you can now drink a Dutch still-life inspired masterpiece.
The new campaign plays on the insight that people tend to ignore fruit and vegetables: in still life and in real life. 86% of Europeans don’t get enough of them*. This can lead to all kinds of serious health problems.
Philips believes that fruit and vegetables matter. They also believe there’s always a way to make life better. So, with Dutch Masterjuices, Phillips teamed up with The Rijksmuseum to put fruit and vegetables back in the picture.
The healthy living campaign kicked off with the release of a short film which sees still life works of art mysteriously lose their fruit and vegetables in a bold move that creates confusion and surprise with museum visitors.
“We had to be bold. After all, healthy eating and still life painting really aren’t the most captivating topics. So, to grab people’s attention, we stole priceless fruit from a world-famous art museum and threw it in a Philips blender.” comments Martijn van Marle, CCO at Ogilvy Amsterdam.
The missing fruit soon shows up, in the form of a juice inspired by the Rijksmuseum masterpiece – Still Life with Flowers and Fruit, c. 1728 by Jan van Huysum – so that visitors can get a healthy dose of art.
Two more Dutch Masters had their masterpieces dropped in the blender: Anthony Oberman’s Still Life with Fruit in a Terracotta Dish from 1830 and Floris Claesz. van Dijck’s Still Life with Cheese from 1615. (The latter did not include cheese, as this is neither a fruit nor a vegetable).
Following the launch film, ‘How-To’ videos in social channels helped people to make their very own masterpiece inspired juices at home.
Commenting on the launch of the campaign, Lucy Jones, Dietician from the British Dietetic Association said, “This is a really great campaign which I hope will get people thinking about their diet and lifestyle choices. I hope this campaign will help people understand the important role of fruit and vegetables in our diets and inspire people to eat more.”
Egbert van Acht, Chief Business Leader of Philips’ Personal Health businesses said, “We believe there is always a way to make life better. Art enriches people’s lives and, as a founder sponsor of the Rijksmuseum, we are delighted to team up on this campaign which combines our passion for the arts with our commitment to healthy living.”
Taco Dibbits, Director of the Rijksmuseum, said “I think still lifes are quite underestimated by our visitors, whereas if you look at it, it is quite magnificent art. We very much appreciate the partnership with Philips because we feel it is such a natural fit and we enrich people’s lives everywhere.”