What happens when a museum decides to publicize one of its most historic holdings? Rembrandt’s classic painting “The Night Watch” is one of the artist’s best-known works. This humongous 1642 painting hangs in the Rijksmuseum in Amsterdam. Featuring a cast of dozens, there is so much going on in the painting that you could study it for hours. It was vandalized three times in the twentieth century, most recently in an acid attack in 1990, but fortunately was successfully restored each time.
For the past ten years, the painting has been displayed in a temporary location while the Rijksmuseum was being refurbished. It was returned to its original gallery this past April. The Rijksmuseum decided that this special event demanded an extraordinary advertising campaign. So they put together a “flash mob” production at a shopping mall. See the wicked cool result in this video: