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ING Bank - "The Next Rembrandt"

J. Walter Thompson Amsterdam Amsterdam, Netherlands

Awards

48117

Brand: ING Bank
Country: Netherlands

Advertiser: ING Group

Title	The Next Rembrandt
Agency	J. Walter Thompson Amsterdam
Campaign	The Next Rembrandt
Advertiser	ING Group
Brand	ING Bank
Date of First Broadcast/Publication	2016 / 4
Business Sector	Banking & Financial Services, Investments, Stock Brokers
Story	One of the most fascinating advertising projects of recent years, The Next Rembrandt was designed to draw attention to the bank ING’s support for the arts. The result was the creation of a “new” Rembrandt painting thanks to a combination of artificial intelligence and 3D printing. Over 160,000 fragments from Rembrandt’s 346 paintings were fed into the computer, while facial recognition software was used to interpret the artist’s style. The final painting looked eerily convincing. Online, people could dive deeper into the creation process, while a video sparked a conversation about data and art.
Media Type	Digital
Length	135 seconds
More Information	www.nextrembrandt.com
AI Description	'The Next Rembrandt' is a groundbreaking ad campaign by ING Bank demonstrating their support for the arts through the integration of technology. In the ad, a digitally created painting in the style of Rembrandt is unveiled. This innovative masterpiece was produced using artificial intelligence and 3D printing, informed by the analysis of over 160,000 fragments from Rembrandt’s original works. The process involved the use of facial recognition software and advanced digital techniques to replicate the master's characteristic style. Throughout the ad, viewers are shown the intricate details of this creation, with scenes of experts analyzing data and showcasing the 3D printing process. The ad also captures reactions from the public and media coverage, highlighting the global conversation it sparked about art, technology, and their future intersections. The ad ultimately positions ING Bank as a pioneering and culturally engaged financial institution.
Production Company	New Amsterdam Film Company
ECD / Concept	Bas Korsten
Concept	Robert Nelk
Concept	Mark Peeters
Creative ARt	Güney Soykan
Copywriter	Bas Korsten
Copywriter	Kasia Haupt Canning
Tech Lead	Emanuel Flores
Designer	Vinesh Gayadin
Digital Director	Jesse Houweling
Strategist	Agustín Soriano
Developer	Morris Franken
Developer	Ben Haanstra
3D Artist	Andre Ferwerda
Editor	Tim Arnold
PR manager	Jessica Hartley
Brand Manager	Elisah Boektje
Screen Producer	Frederique van der Hoeven
Screen Producer	Mariska Fransen
Print Producer	Chariva Geurts
Animations	Kreukvrij
Special Advisor	Jeroen van der Most
Director	Juliette Stevens
Executive Producer	Sander Verdonk
DIRECTOR SMALL AND MIDMARKET BUSINESS	Ron Augustus
MICROSOFT AZURE LEAD	Erik-Jan van Vuuren
PRODUCT MARKETING MANAGER	Niels Lohuis
CORPORATE COMMUNCIATION MANAGER	Yvette Lansbergen
Marcom Manager	Eva de Vries
Solution Architect	Ruben Pool