Ogilvy's work for Philips Dutch MasterJuices, a collaboration between Ogilvy's offices in London, Amsterdam and Singapore with sponsorship partner Rijksmuseum, scooped two bronze wins at Cannes Lions 2018.
The work was awarded in the PR Lions and Direct Lions at the annual awards.
Philips, founder partner of The Rijksmuseum, Amsterdam, noticed that people tend to ignore fruit & vegetables in real life and in still life. Even the relatively healthy Dutch. (86% of Europeans don’t get enough and ignoring them leads to serious health problems.
The World Health Organisation (WHO) recommends a minimum of 400g of fruit and vegetables per day). Healthy eating is the driving message behind Phillips' range of home appliances, such as blenders. They believe that 'there's always a way to make life better' and wanted to find a way to put the topic of fruit and veg back in the picture whilst promoting their blenders as a tool for healthy eating. But how do you bring attention to a topic that is so easily ignored and encourage people to eat more fruit and veg? That is the task that Philips, a global leader in health technology, gave to Ogilvy.
In short, we took the ingredients from famous still life paintings by Dutch Masters and turned them into juices using Philips blenders, so that people could 'taste a masterpiece'.
We gave people a healthy taste of art and got the topic of fruit and veg back on people’s lips.
The juice range was launched next to the masterpieces themselves and made available throughout the Rijksmuseum. We used 'Still Life with Flowers and Fruit by Jan van Huysum (1728), Still Life with Cheese by Floris van Dijck (1615) and 'Fruit in a Terracotta Dish' by Anthony Oberman (1830).
To reach a wider audience, we released an online film featuring an audacious art theft, where we stole the fruit & veg from these famous still life painting and turned them into juices.
See more of Ogilvy's UK wins at Cannes Lions 2018 with IBM here.
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