The Next Rembrandt wins ADCN Grand Prix 2017

AMSTERDAM , 14 April 2017

The Next Rembrandt - webPainting H297

Last night ADCN presented the 50th edition of the ADCN Awards for Creativity and Craft in Advertising and Design at Royal Theatre Carré. During the ceremony, hosted by Dolores Leeuwin and with special performances by the Jeugd van Tegenwoordig and the Massive Late Night Show Band, 54 Lamps were awarded across Advertising, Design, Craft and Next categories. J. Walter Thompson Amsterdam and partners won the Grand Prix with “The Next Rembrandt” for ING Nederland. The juries awarded 6 Gold, 17 Silver and 30 Bronze Lamps. “The Next Rembrandt” won gold awards in categories Next Technology and Advertising Digital & Social. Other gold winners included “Zeeman Trouwjurk” by Persuade for Zeeman in category Advertising Integrated, “Welcome to the Wonderlands of Hercules Segers” by Part of a Bigger Plan for Rijksmuseum in Experience Design en “Het Gewoontedier” by Ambassadors for ASN Bank and Selmore Creative Agency in category Craft Animation & Motion Design.

Dawn won the first ADCN Impact Award (Gold) with “Buy the Change” for Triodos Bank.

ADCN congratulates all nominees and winners with their awards. You can download an overview of all the winners with jury comments here. Please visit the ADCN Awards Gallery to view all the work.

“The Next Rembrandt” is a 3D-printed painting born through the collaboration between J. Walter Thompson, ING, Microsoft, advisors from TU Delft, The Mauritshuis, the Rembrandt House Museum and production partners. Made solely from data derived from 346 known paintings by Rembrandt, “The Next Rembrandt” was created from a deep, 18-month analysis of his work. A facial-recognition algorithm learned Rembrandt’s techniques; pixel data helped the computer mimic brushstrokes; and an advanced 3D printer brought the painting to life using 13 layers of ink. The portrait consists of 148 million pixels and is based on 168,263 fragments from Rembrandt’s portfolio.
The jury reports for the “The Next Rembrandt” read: ‘Ticks all boxes of a groundbreaking piece of communication. A big idea. Culturally relevant. Pioneering and challenging. Stretching the mind. Blurring the lines between data, technology and art. Pushing the boundaries of data visualization. Embracing the combination of all creative disciplines. Does not feel like advertising. Shows how innovation pushes the work in our industry forward. Triggering conversations about how data and tech can affect our world. Taking a classic art form and making it relevant to a younger generation. Rewarding the brand for doing something so experimental without a clear ROI. Simply never been done before.’