Amsterdam, June 26, 2019
And Now This launches Dutch Mind Masters
The world’s first collaborative painting, created by the power of thought.
Creating an abstract painting, using the power of thought. Five Degrees, a digital core banking platform provider, made this a reality with Dutch Mind Masters: a unique, digital art-making installation, controlled by human mind power. During the FinTech event Money20/20 in Amsterdam, visitors could shoot paint onto a canvas using their brain activity.
With a team of technical experts, brand building agency And Now This created a machine that transforms mind power into abstract art. Seated in front of the canvas, users are fitted with an EEG-brainwave headset that monitors brain activity. This information is then sent from the EEG headset to the custom-made paintball device, which enabled participants to shoot paintballs at the canvas, creating a collaborative abstract painting.
Paul Bakker, co-founder And Now This: "Our client Five Degrees highly values the human approach. We believe this is a unique position within the FinTech industry, so we wanted to keep building the brand on these core values. We explain that technology never builds itself: you will always need human minds for unique, creative solutions. Dutch Mind Masters is a celebration of human creativity, showing what great minds can do."
The Dutch Mind Masterpiece, 2019
During the event, held from 3 to 5 June 2019 at the Amsterdam RAI conference centre, over 250 guests participated in creating the Dutch Mind Masterpiece. And there's still a chance to own it: the painting is available to bid on through a silent auction. The proceeds from the winning bid will be donated to Hersenstichting, which invests in pioneering solutions that help prevent, cure or slow down brain disorders. Donate for a great cause and place your bid here.
CREATIVE CREDITS - DUTCH MIND MASTERS
Agency: And Now This
Creative Director: Paul Bakker
Creative Director: Jeroen de Korte
Agency Producer: Nadya Sastrohardjo
Designer: Marcel Berghuis
DP/Editor: Michiel Rotgans
Client: Five Degrees
CEO: Martijn Hohmann
EVP Business Development: Peter-Jan van de Venn
Brand and Event Marketeer: Bruna Pereira de Souza
Digital Marketeer: Duru Özdemir Tuinstra
Project Manager: Fenneke Roeper
Booth development: Goed Bezig Producties
Technical development: Headcandy
CEO: Jasper Vis
Developer: Adriaan Wormgoor
Technical engineer: Willem Vooijs
Support: Hugo Depping
About And Now This
We are a brand building agency. We develop and grow change-making and boundary-pushing businesses. Brands that people actually care about.
And Now This is founded by Paul Bakker and Jeroen de Korte. Previously they were creative directors at, respectively, Karma NY and Publicis New York. Prior to that they worked at N=5, DDB and JWT Amsterdam. They worked with brands like Cadillac, Karma, Doctors of the World, Marktplaats/Ebay, Alzheimer Foundation, Dutch Railways and Volkswagen, to name a few.
Collectively, their work has been awarded for both creativity and effectiveness, including Cannes Lions, Webbys, Clios, One Show, N/A Effies, Eurobest and ADCN awards.