ASML short film 'A letter to Brabant'

9 november 2021

In the summer of 2019, high-tech company ASML, Van Gogh Brabant and the Van Gogh Museum Amsterdam entered into a long-term collaboration. This collaboration offers the opportunity to connect, preserve and use the Van Gogh thought and heritage heritage to share knowledge and passion with a wide audience.
Now, fall 2021, it is time for the next step. To introduce a new campaign, ASML is launching a short film in honor of Vincent van Gogh, his innovation and Brabant perseverance.
The film features Vincent van Gogh's own words, taken from letters to his brother, and celebrates the painter's spirit of innovation and perseverance. Van Gogh was born in Brabant, the region where ASML was also born.

The film will be the centerpiece of a six-week digital campaign celebrating the vibrant collaboration between ASML and the Van Gogh Museum (Amsterdam) and Van Gogh Brabant (North Brabant). This collaboration aims to preserve the painter's legacy and share his story with the world.

Van Gogh was a man who stuck to his ideas and always held out hope for his success. His story is one of ambition, perseverance and confidence in yourself despite criticism and hardship. It is a story that began in Brabant and eventually touched the entire world. It is a story that ASML identifies with: honor where you came from, keep experimenting, never give up, try and fail and then try again. And all the while remaining confident that any challenge can be overcome.

The short film will be available on ASML's website and social channels starting Nov. 9, 2021. The film is available in English and Dutch. Between November 11 and November 25, 2021, it will also be shown in the following cinemas (as part of cinema advertising): Kinepolis Breda, VUE Den Bosch, Pathé Eindhoven, VUE Eindhoven, Pathé Tilburg and Cinema Gold Veldhoven. The film was created and produced by creative agency Wolfstreet and the campaign was managed by digital agency MERKLE.