THE FIRST TIME

TitleTHE FIRST TIME
BrandMUSEUMNACHT
Product/ServiceMUSEUMNACHT
Category A01. Direction
Entrant CZAR Amsterdam, THE NETHERLANDS
Idea Creation CZAR Amsterdam, THE NETHERLANDS
Production CZAR Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Kay Lindhout Czar Amsterdam Director
Willem Bos Czar Amsterdam Executive Producer
Karlijn Paardekooper Czar Amsterdam Executive Producer
Levi Rijper Czar Amsterdam Head of Creative Content
Madlen Folks Czar Amsterdam Producer
Scott Kooken Freelance Creative Director
Michael James Phillips Freelance Creative Director

Write a short summary of what happens in the film

The film follows a group of young people captivated by the creativity of art. They rush around from dusk until dawn striving towards new ways of experiencing how the various pieces of art make them feel. It is as if these people are experiencing art for the first time and it changes something within them, the same way tasting, listening or feeling something changes someone for the first time. This is a new world that none of them has experienced before. The art that they experience has a different impact upon each of them causing tears, laughter and even takes control over some of them. There are also those who just don’t understand the art, but there is nothing wrong with that.

Cultural / Context information for the jury

Museumnacht is a significant cultural event where every museum in Amsterdam (such as the Rijksmuseum and Van Gogh Museum) opens its doors for one night - mostly to connect a young audience to art. This campaign was created specifically to encourage young people in the Netherlands to experience art and culture they typically might not be able to access. It also pushes the notion that an opinion of the art is irrelevant, and simply experiencing the art is the important thing.

Tell the jury anything relevant about the direction. Do not name the director.

The campaign was shot on 35mm film, giving it a beautiful and unique look. Including the animation painted by hand that refers to the sentiment of bringing back the past into today. Everyone who was a part of the production process was there all the way, making sure the quality of the film was top notch and the message came across. Ultimately, the focus was on creating a visually captivating film that sticks in people’s minds, opens up their imagination and makes them curious as to what their own Museumnacht experience might be like.