Experiential

Oops. I’ve fallen in love with a Flashmob.

Flashmobs. Remember them? They were so in. Then they were so out. And by out, I mean drop-kicked right out of the creative ball park. Mention one to your Creative Director and he’d slap you around the head with your P45.
Like all trends they were great at first. Then the poor wannabe imitators gave them a bad name and they were history. Fans of Pop-up shops / restaurants / bars take note…

But we might have been a bit hasty. I say this because I have just seen a Flashmob that has restored my faith in original creative thinking. But before we get to it, I’d like to whet your appetite with a few Flashmobs of yesteryear.

After all, how could we discuss the Flashmob without mentioning T-Mobile’s Liverpool Street station shenanigans? I still love it.

That’s doing not bad with a cool 37 million YouTube views to date.

But that’s nothing compared to the world’s most viewed Flashmob – with a staggering 41,646,597 YouTube hits. Personally, I’m not sure why it’s quite so popular, but I’ll let you make up your own mind.

Next up is a visually stunning and seriously interactive Flashmob that took place in New York. Unlike most Flashmobs, there was no rehearsal for this one.  Members of the public downloaded an MP3 file and turned up in the appointed location at a set time. After that they simply followed the instructions coming through their headphones. Clever and great fun.

And finally, the main event. The Flashmob that restored my faith in them as a creative tool – as I hope it will yours.
Amsterdam’s Rijksmuseum had, after a ten-year hiatus, brought its collection of major art works back together under one roof. And they wanted to let the public know the good news  – not the easiest of briefs, it has to be said.

And they did so with this. My most favourite Flashmob ever.

And in case you’re wondering, the painting is Rembrandt’s largest-ever canvas – The Night Watch.
And here’s the original for comparison. A masterpiece.

Rembrandt's Night Watch

Rembrandt’s Night Watch

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