AdSomeNoise and M Leuven are putting Dieric Bouts on the AR map

After more than five centuries, Flemish Master Dieric Bouts returns to Leuven in 'DIERIC BOUTS. Sculptor', an exhibition at M Leuven that is part of the 'New Horizons | Dieric Bouts Festival'. Although Bouts is anything but inferior to the better-known van Eyck, he is largely overlooked. M Leuven therefore thought it was high time to put Bouts in the spotlight and challenged AdSomeNoise to promote this historic exhibition.

AdSomeNoise developed an Augmented Reality experience for the exhibition brochure and breathed new life into Bouts' undisputed masterpiece, "The Last Supper. When scanning this painting (on the brochure, poster or even in real life during the exhibition), the user is catapulted into a Trivial Pursuit game focused on the life and art of Dieric Bouts. In the process, you assist none other than Jesus Christ in winning the quiz. But his apostles also play a role.

Through artificial intelligence, the characters in "The Last Supper" are brought to life and provide useful (and not so useful) tips to answer the questions correctly. By the way, thanks to M Leuven and Het Geluidshuis, Dieric Bouts is the first Flemish Master with his own radio play. Warre Borgmans narrates and is accompanied by voices of Robby Cleiren, Jeroen Meus, Ini Massez, Koen de Graeve and many more. A few also lent their voices to Jesus and his apostles in the AR experience. "We were looking for an experience that we could use long term for a work that has been around longer than all of us combined: 'The Last Supper,' the magnum opus of Flemish Master Dieric Bouts. AdSomeNoise came up with a low-threshold concept that entertains while being sufficiently historically accurate that our curators wanted to go along with it. The format also offers the freedom to work with different cutouts of the masterpiece - ranging from the original in St. Peter's Church to a Christmas card - on different carriers. The AR experience gets off to a good start as a complement to the first exhibition to bring together so many works by the Flemish Master in his hometown: 'DIERIC BOUTS. Sculptor', part of the 'New Horizons | Dieric Bouts Festival," says Hanne Grégoire, Head of Communication M Leuven.

Where brochures are otherwise read diagonally and put away, the AR experience encourages one to explore Bouts further and delve into his life for minutes. Scan the QR code and the painting yourself and learn more about the one and only Dieric Bouts.