The Next Rembrandt

The Cannes Lions awards were announced between June 18 - 25, and many agencies based in Amsterdam won some of the top prizes. The biggest winner overall was the Next Rembrandt campaign by J. Walter Thompson for the ING bank, which won 16 awards, including two Grand Prix (in Cyber and Creative Data) and an Innovation Lion, as well as 22 nominations overall.

For its ground-breaking Next Rembrandt project, which taught a computer to paint like Rembrandt, J. Walter Thompson collaborated with Microsoft, the Delft University of Technology, the Mauritshuis, and Amsterdam’s own Museum Het Rembrandthuis. All 346 of Rembrandt's paintings were analysed over a period of months, and the final version was officially unveiled in Amsterdam earlier this year. Together, they had created an entirely new portrait, which was then 3D-printed layer by layer, with the life-like result very closely resembling Rembrandt's own textures. J. Walter Thompson created the project to highlight ING's dedication to innovation, and its sponsorship of art.

Amsterdam agencies the choice of global brands

Other awards for Amsterdam-based agencies at Cannes this year went to DDB & Tribal Amsterdam for their work for Vodafone, TBWA\Neboko for McDonald’s, Starcom MediaVest for Heineken, Achtung McGarryBowen for KLM, Wieden+Kennedy Amsterdam for Nike, and N=5 for KPN. The agency 72andSunny Amsterdam won prizes for their work for both Axe and Samsung, and 180 Amsterdam won for Benetton as well as Asics.

An international hub for creative industries

Amsterdam is where many of the biggest brands in the world are based, including KLM, Philips, and Heineken, which helps explains the city’s thriving advertising industry. Amsterdam is also home to flourishing scenes in gaming, TV production, and music.