Work / Flagship
── GOOGLE × GEMINI × RIJKSMUSEUM · NETHERLANDS · 2026
When AI, a national museum and 3,000 screens became one campaign.
CLIENT
Google (Pixel 10 · Gemini AI)
PARTNERS
Rijksmuseum · KPN · Global
DISCIPLINE
Open Call · DOOH · Experience
WINDOW
Jan – Mar 2026
THE CHALLENGE
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.
THE SOLUTION
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.
THE ACTIVATION
✓ 763 artworks submitted —+281%versus the pre-campaign KPI.
✓ Winning pieces displayed across 3,000 donated digital screens nationwide.
✓ Google bought five large-format screens at Amsterdam Station to showcase the art beside its brand.
✓ A physical exhibition at the Rijksmuseum, supported by KPN — amplified across press and social.
The Impact
A mutual victory for every partner — and a turning point for the medium.
Total people reached across
the campaign
Engagement rate — far above
category norms
Reached by the DOOH
exhibitions alone
THE RESULT
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.
── FULL CASE STUDY
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Mechanism, partner model, rollout timeline and full results — in one PDF.
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