Philips’ ”Dutch MasterJuices”, a campaign developed by Ogilvy and Fleishman Hillard, was awarded at the annual awards in Cannes with the prestigious PR Lion and a Direct Lion. Since 1954, the Lions are one the most established and coveted awards for the creative and marketing communications industry.
With the campaign, Philips partnered with the Dutch Rijksmuseum to highlight the importance of fruit and vegetable consumption in a healthy and balanced diet.
“Dutch Masterjuices” addresses the question – would we notice if this important part of our diet was suddenly taken away? The healthy living campaign marks the release of a short film which sees still life works of art suddenly appear without its fruit and vegetables in a bold move that creates surprise with museum visitors.
While the seemingly altered art creates confusion, 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 visitors can ‘taste the art’.
More information about the campaign can be found here.