Launch Rijksmuseum #hierteekenen (#signhere) campaign
Journalists visit Rijksmuseum armed with a pencil and notepad
You see more when you draw. To augment this message, the Rijksmuseum created the campaign #hierteekenen (#signhere), challenging visitors to look at the beauty of art in a different light, by drawing with a pencil and notepad.
The Rijksmuseum asked us to launch the campaign with a big bang. In other words, we needed to ensure their narrative would spread like wildfire through PR power.