100 YEARS OF MONDRIAN

ClientGEMEENTEMUSEUM DEN HAAG
Category A08. Leisure
Title100 YEARS OF MONDRIAN
Product/ServiceMONDRIAN AND DE STIJL
Entrant DEPT Amsterdam, THE NETHERLANDS
Idea Creation DEPT Amsterdam, THE NETHERLANDS
Production DEPT Amsterdam, THE NETHERLANDS
Credits
Name Company Position
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

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 Dept in order to celebrate his work in an innovative way, while simultaneously increasing visitors curiosity and stimulating foot traffic.

Describe the strategy

To celebrate 100 years of Mondrian and De Stijl, Dept 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.

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.