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.
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.
© Lionell Schuring, 2026