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Guerilla marketing ; A Great Example of Bringing Art to the People

What is guerilla marketing?

Guerilla marketing is a form of promotion that employs uncoventional means in order to draw attention to a product or service. It was popularized in the 2007 book Guerilla Marketing by Jay Levinson.  Aims typically are to raise awareness, for example, to create memorable interaction, and perhaps also a social media buzz, beyond expectations of conventional media.

Great guerilla marketing

The Rijksmuseum in Amsterdam, Netherlands, one of the world’s most wonderful museums had an idea.

To celebrate the reopening of our museum, they thought let’s bring the art to the people. Then, hopefully, they will come to see more at the art gallery.

They took one of Rembrandt’s most famous paintings ‘The Night Watch’ (1), brought to life the characters in it, and then placed them in a busy mall in Breda. The rest you can see for yourself!

The Night Watch

Marketing Inspiration

Great marketing usually just requires a great idea!


(1) Painted by Rembrandt van Rijn in 1642 “The Night Watch” is one of the most famous paintings in the world. The painting is renowned for three things. Firstly, its enormous size (12 ft × 14 ft)), and secondly, the effective use of light and shadow (chiaroscuro). Thirdly, the perception of motion in what otherwise is a static military portrait. The painting may be more accurately titled “The Company of Captain Frans Banning Cocq and Lieutenant Willem van Ruytenburch preparing to march out”.

Guy is a leading UK marketing consultant with a background at major brands and in the media. He is Founder of The Marketing Directors, a successful research and marketing consultancy working with aspiring and global brands in the UK and beyond. He is co-author of The Marketing Director's Handbook with Tim Arnold.

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