Philips OneBladex RijksmuseumFrans Hals
Creator Campaign
Philips OneBlade partnered with the Rijksmuseum to connect modern grooming culture with one of the most iconic painters of facial hair: 17th-century master Frans Hals. His portraits feature dozens of men with bold moustaches and beards, making the exhibition the perfect cultural bridge to celebrate personal style. Together with Bram Krikke, known for his signature moustache and large Gen-Z audience, the campaign brought classical art to a younger generation.
Client
Philips & Rijksmuseum
Agency
Crocodile
Recreating an iconicTV moment.
The campaign launched with a viral sketch starring Bram Krikke. Inspired by the Dutch TV show Sterren Op Het Doek, the video shows Bram reacting to portraits of himself in the style of Frans Hals.The video quickly spread online and became the centerpiece of the campaign, picked up by podcasts, national television and newspapers.
A museum tour for the new generation.
To make the exhibition more accessible,Bram Krikke recorded a special Frans Hals audiotour available on Spotify. The tour highlights key paintings from the exhibition, mixing short historical insights with Bram’s humor. This made the exhibition easier and more fun for younger visitors to explore.
When creators meet the old masters.
The campaign culminated in an exclusive after-hours event at the Rijksmuseum. Influencers and journalists explored the exhibition and shared their experience online. AI-generated portraits in the style of Frans Hals turned guests into modern-day Old Masters and highly shareable content.
6.6M+
Social reach.
The campaign reached more than 6.6 million people across social media platforms.
6.5M
Organic video views.
The hero video starring Bram Krikke generated over 6.5 million organic views.
3.9M
