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2017 One Show - Cross-Platform

The Next Rembrandt

Agency J. Walter Thompson / Amsterdam

Client ING Nederland
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Annual ID

OS_CP17004G

About the Work

The Next Rembrandt is a 3D printed painting made out of Rembrandt-data. The campaign started by inviting various experts from the art and tech world, the international press and the general public to the unveiling and exhibition of The Next Rembrandt in Amsterdam. A modern art gallery was transformed into an exhibition space with big screens with the actual algorithms at work, playing behind the easel with the painting. Via an online film launched at the unveiling, people all over the world were invited to nextrembrandt.com, where they could dive deeper into the process of creating the digital painting. This amplified the provocative questions this piece of work raises. A 20 minute online documentary added another layer to the campaign, focusing on the battle between man and machine, while inviting people to join the global conversation about the fading boundaries between technology and humanity. About ING’s innovation defying imagination.