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Back in April, Amsterdam’s Rijksmuseum staged a rather creative campaign to advertise its reopening. Rather than publicizing the reopening with just billboards and “milk cartons,” Rijksmuseum brought itself quite a bit of attention by staging an “elaborate” flash mob in a mall. As expected, the video went viral and has over 3 million views as of this post’s publication.
Mind you, Rijksmuseum did not just have a bunch of dudes in old school hats run into a mall and recreate the painting’s pose — rather, the actors played out an entire dramatic series of events leading up to it. This was not your average flash mob. Check it out: