| Title | 100 YEARS OF MONDRIAN |
| Brand | GEMEENTEMUSEUM DEN HAAG |
| Product/Service | MONDRIAN AND DE STIJL |
| Category |
A08. Leisure |
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Entrant
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DEPT Amsterdam, THE NETHERLANDS
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Idea Creation
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DEPT Amsterdam, THE NETHERLANDS
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Production
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DEPT Amsterdam, THE NETHERLANDS
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Credits
| Julius Simon |
Dept |
Visual Designer |
| Bas |
Heijnis |
Creative |
| Hans Muelders |
Dept |
Designer |
| Ronan McCormack |
Dept |
Developer |
| Damiano Trimboli |
Dept |
Developer |
| Tim van Wolfswinkel |
Dept |
Front-end Developer |
| Rick Sijkhuis |
Dept |
Developer |
| Sjeng Pho |
Dept |
Front-end Developer |
| Marcel van der Heijden |
Dept |
Commercial Director |
| Mandy de Kort |
Dept |
Project Manager |
| Irma Benliyan |
Gemeentemuseum Den Haag |
Head of Marketing |
Why is this work relevant for Brand Experience & Activation ?
To celebrate 100 years of Mondrian and De Stijl, was asked to create a cross-medial campaign that includes an online experience, a motion piece and several ads. The website pays homage to Mondrian’s most notable work. It’s an explorable canvas in which you can paint the lines as he would.
Background
The Gemeentemuseum Den Haag holds the largest collection of Dutch grandmaster Piet Mondrian. Because of the centenary of both Piet Mondriaan and the 'De Stijl' artistic movement, the Gemeentemuseum got in touch with us in order to celebrate his work in an innovative way, while simultaneously increasing visitors curiosity and stimulating foot traffic.
Describe the creative idea
The website pays homage to Mondrian’s most notable work. It’s an explorable canvas in which you can paint the lines as he would. Through your journey of this geometrical wonderland, you experience different facets of his life.
Describe the strategy
To celebrate 100 years of Mondrian and De Stijl, we were asked to create a cross-medial campaign that includes an online experience, a motion piece and several ads.
Describe the execution
This resulted in an online abstract canvas in which Mondrian's work is central. By using a navigation that creates brush strokes across the canvas, his life can be discovered: from his love of jazz, Paris and New York, to the development of his distinctive style.
List the results
Without paid advertising, the website had more than twelve thousand unique visitors after one month, with an average visit time of 03:12 per session and seven items viewed on the canvas. Eventually, the website was viewed by around 30,000 visitors and the videos were viewed by more than one million people.