The world’s oldest advertising association, VEA, wanted to celebrate its 90th anniversary. The concept: “The Art of Seduction. How advertising moves you” was created to showcase the smartest, funniest, most moving and scariest examples of the last fifteen years of Dutch advertising creativity. They were brought together in eight spectacular themed spaces (Beauty, Laughter, Tears, Fear, New Technology, Reward, Smartness and Fantasy) in the Cobra Museum.
The exhibition drew 31.750 visitors: in three months, this accounted for almost half of the total yearly number of visitors to the museum. This figure was the highest number of visitors in the 11-year history of the museum.