Challenge: Parc Broekhuizen is a new hotel and restaurant in the grounds of an authentic country estate in the Netherlands. Beautiful but not very attractive to youngsters. Our brief: make this place more appealing.
Insight: "The estate houses five impressive works of art painted by Willem Joseph Laguy in the 1780s. These paintings, which depict Voltaire’s tragedies, now form the basis for all Parc Broekhuizen communication."
Idea: A number of leading figures from the aforementioned artworks now play leading roles in Parc Broekhuizen’s communication. They find themselves placed in new settings and have been given a social upgrade with a dose of online humour. These new “pieces of art” can be found throughout the estate including on menus, beermats, memo pads, as gifs, but also as part of the buildings’ interiors – designed by interior architect Judith van Mourik. Canandian gif-artist James Kerr was invited by Fitzroy to help with the creation of these hysterical situations.