Skip to content

This girl belongs in the Mauritshuis

Brief: For 8 weeks, 10 interpretations of The Girl are exhibited in a loop every week in the Mauritshuis. In total, therefore, 80 winning works must be selected. We need a campaign to kick-start the call for entries in which we ask people for their digital version of Girl with a Pearl, which will be shown later in the Mauritshuis on a (digital) artwork.

Insight: Digital artists struggle to make a space for themselves in museum, because it can usually feel like they don’t belong here. Like museum are made for painters and sculptors but not for a new generation of artists who are, after all, as talented.

Concept: Let’s show them that they belong in the Mauritshuis. Their interpretation of the Girl with the Pearl belongs there as well. With a simple title copy “This girl belongs in the Mauritshuis” we got straight to the point while keeping the tone of voice of the museum. With a lot of entries and engagement, this campaign sure was a success! See some of the entries here.