Postcode Lottery Night Watch
Charity gala Rijksmuseum
National Postcode Lottery divides the record amount of 284 million euro amongst charitable organizations during a charity gala in the Rijksmuseum in Amsterdam. NewsLab is behind a PR stunt that focus on the invaluable significance of the Postcode Lottery for charitable and cultural organizations in the Netherlands. 28 ambassadors of these charities bring the famous Night Watch of Rembrandt to life in the Rijksmuseum. This living Night Watch results in a lot of (front page) media coverage.