Tash Whitmey, CEO de Havas Helia
The Next Rembrandt campaign for ING bank developed by JWT Amsterdam was awarded two Grand Prix in the Cyber and Creative Data categories. “Data can lead creativity to its purest expression” said Tash Whitmey, CEO at Havas Helia about the awarded piece. In a press conference at the Cannes Lions International Festival, Whitmey assured that both data and creativity dont mean that one must prevail over the other or that both must be together in a piece. “In Creative Data this year, data were complete through a creative process” he said. The agency developed a research together with ING about 346 Rembrandt’s paintworks -which included art history studies, image analysis, and historical materials- to measure the craft of the Dutch artist, and replicate the final result in a 3D printed paintwork made up exclusively of data from the artist’s work. According to the agency, Rembrandt -one of the greatest painters in the European art- is a source of controversy among art scholars. On the 350 anniversary of his death, this piece aimed to make clear the differences between a real Rembrandt and a forgery.
