HOW WE HELPED TWO EXHIBITIONS ON BRUEGEL STAND OUT DURING BRUEGEL’S TESTIMONIAL YEAR

450 years after his death, Pieter Bruegel the Elder is more alive than ever in 2019. The whole year is dedicated to the Flemish Master, with Bruegel exhibitions defining the cultural landscape throughout the country.

The town of Dilbeek and Gaasbeek Castle both organised a beautiful exhibition on Bruegel with a walking trail, Bruegel’s Eye, and a Bruegel-inspired collection, Feast of Fools, respectively. They wanted to combine forces, and looked for one overall campaign for both exhibitions to stand out during Bruegel’s testimonial year.

How could these two different exhibitions, with their own concept, their own target audience and their own organisations communicate as one? And how could they stand out from all the others? We came up with the solution: it was Bruegel himself who raised awareness about the exhibitions organised about him. 450 years after his death, he did so on the channels he would have loved without a doubt: Bruegel is back: now on Instagram.

On his social media, Pieter Bruegel the Elder weekly posts images from Bruegel’s Eye in Dilbeek and Feast of Fools in Gaasbeek Castle, commenting on the projects being organised for him. He does so with a tongue-in-cheek tone, always referring to his own work. That way, it was Bruegel himself wo raised awareness about both exhibitions.

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