Every year De Nieuwe Kerk Amsterdam brings a unique masterpiece to the Netherlands, to be presented for a month in the spectacular surroundings of the Gothic church, all by itself. 

This years masterpiece is one of the Gazing Ball Paintings from Jeff Koons (Perugino Madonna and Child with Four Saints). The work is based on a painting by Italian Renaissance artist Perugino, which was meticulously reproduced by hand, then mounted a mirrored, blue glass ball in front of it. The ball reflects the viewers and their surroundings, drawing them into the work. 

The campaign deliberately does not show the exhibited work, but depicts the characteristic glass ball in the work of Jeff Koons, through typography and color.