Ruben Kos

More awareness.

The renovation of the Rijksmuseum in Amsterdam took over ten years to complete. When finally reopened, Philips wanted to celebrate its uniquely installed lightning.

  • Details
  • Client: Philips
  • Team: Ogilvy
  • Primary Roles
  • Lead Visual Design
  • UX Design

The problem.

When people visit museums, they naturally pay the most attention to the actual work that is displayed. This makes, of course, total sense as it is the biggest reason to visit a museum. However, there goes a lot more into a museum itself, the buildings are sometimes one of the most impressive architectural creations in the world. One of the most important functions of such a building is the way the showcased work is being presented. Natural light, could for example influence the experience of the work in a way that its creator did not mean to do.

A question from the quiz

Goals and objectives.

As Philips is a specialist in lightning, they were able to create an environment to showcase the worlds best work in the best way possible, with their unique lighting installations. As the Rijksmuseum is such an important museum in the Dutch history, it was clearly something Philips was proud of.

The biggest question that we had to answer, was how to make people aware of this, and notice the amount of attention that went into perfectionalizing this detail. The initial request was to make use of the biggest social media channel that Philips was active on: Facebook.

  • Create awareness of Philips lighting being used in the Rijksmuseum.
  • Let people engage on Facebook to learn more about the impact of the lighting techniques.
Rembrandt - The Night Watch


As this project was focusing on awareness, it was envisioned to be an omni channel campaign. Due to this nature, I worked closely together with an Art Director and team of Creatives to make sure the communication was consistent across channels. With this mixed team of talented people, I came up with multiple UI/UX explorations, user flows, and different stories based on the creative concept that was created.

After aligning with the other creative outcomes, I designed the final designs and oversaw the developers creating the Facebook Canvas application, which was, back then, quite a challenge to get right across different devices with the use of HTML5.

Philips LivingColors


The outcome was a user-friendly quiz focusing on detailed crops of old masterpieces. We asked them which crop belonged to which old masterpiece, highlighting that the new Philips lighting made you see details you had never seen before. The participating fans could also win a Philips LivingColors lamp, which smoothly blends in with their interiors giving it a unique personal touch.

  • Awareness around Philips lighting in the Rijksmuseum.
  • Thousands of participants took part in the unique quiz.
  • Increased number of followers on the Philips Facebook page.


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