TORTURE MUSEUM
SANDWICH BOARD
OF SHAME
Background
Hidden in a quiet alleyway, the Torture Museum of Amsterdam had a visibility problem. Tourists flooded the city, but few knew the museum even existed.
With no big budget for advertising, the challenge was clear: how do we make the museum impossible to ignore?
WORK
We brought medieval punishment to the streets of Amsterdam with an actor wearing a custom-designed sandwich board modeled after a medieval pillory (the wooden device used to publicly shame criminals).
The stunt grabbed attention, sparked online conversations and led curious onlookers straight to the museum’s entrance.
Impact
35% increase in foot traffic when we had the sandwich board out
Thousands of organic social shares with tourists capturing and posting the stunt.
Featured in local and international travel blogs, generating free PR.
