Google needed to promote the new Pixel 10 in a crowded market, on a limited marketing budget, by proving the power of its embedded Google AI tools, Veo 3 and Nano Banana.
The strategy: don't describe the technology. Put it in the hands of the public, and let the results speak on the largest cultural stage in the country.
Together with Artcrush and KPN, Google launched an open call inviting the public and artists to remix masterpieces from the Rijksmuseum collection using Google AI tools.
The incentive was the engine: winners would see their work exhibited across 3,000 digital billboards nationwide, media space donated by Artcrush's partner, Global Netherlands. Five winners would also receive a one-night exhibition at the Rijksmuseum, a Pixel 10 and €1,000.
A mutual victory for every partner, and a turning point for the medium.
By proving DOOH's unique ability to host a national, public art exhibition, the campaign convinced a blue-chip client to return to out-of-home media after a six-year absence.
It disrupted the status quo by aligning four distinct entities, a tech brand, a mobile operator, a national museum and an OOH company, and empowered the public to become artists, countering criticism of AI-generated content by publicly celebrating its best work.
It was really a delight to work with Artcrush, Mathieu, and his whole team. The creativity, passion and dedication this company has brought the campaign and collaboration to the next level, which we could never have achieved without them. A big thank you!
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