Philips launched a Dutch Masterjuices campaign for healthy living at an unlikely location—the Rijksmuseum in Amsterdam—to promote its range of masticating and centrifugal juicers.
To bring attention to the fact that people often avoid eating fruits and vegetables, Philips created a gallery setting with altered paintings. While classics like 'Still Life with Flowers and Fruit' by Jan Van Huysum is a piece of art that is rich with color and produce, Philips altered the painting to be almost completely devoid of fruit. To add even more interest to the unusual work of art, Philips had an on-site curator mysteriously remove a real piece of fruit from the frame, astounding and confusing many viewers in the process.
To promote healthy living, Philips then offered healthy beverages to gallery-goers, providing them with essential nourishment and reconnecting them to the lost fruit.