Classicals Behind The Classics
Brazilian Symphony Orchestra
Issue 28 | September 2013
Agency
Artplan
Creative Team
Art Direction: Augusto Correia, Leonardo Marçal, Rodrigo Lopes Copywriting: Augusto Correia, Leonardo Marçal, Rodrigo Lopes Creative Direction: Alessandra Sadock, Gustavo Tirre Executive Creative Direction: Roberto Vilhena
Production Team
Agency Producer: Ana Ourique Web Production: Augusto Correia, Leonardo Marçal Web Developing: Leonardo Marçal Film Production: Tycoon Director: Kiko Lomba Editor: Ralse
Other Credits
Photographer: Bruno Foscaldo Account Executive: Ana Deccache Account Manager: Pedro Sharp Media: Tiago Pinheiro
Date
April 2013
Background
The purpose of the campaign was to increase the audience of the Brazilian Symphony Orchestra. To achieve that it was necessary to deal with the fact that classical music is a genre more popular among senior citzens. The orchestra needed to attract young people. But young people are not in the habit of listening to classical music.
Idea
The creative solution was to make people, especially young people, realize that classical music is already part of their lives. They just didn’t notice it. Banners on You Tube were used to attract people to a website where the same classic movies videos from You Tube were embedded and synced with the orchestra playing the theme songs from these movies. People would then realize that there was always classical music behind the classic movies they love. This way the perception of the classical music genre changed and the Brazilian Symphony Orchestra could be entertaining for a broader audience.
Results
By demonstrating that classical music is in the daily routine of people more than they can even imagine, the Brazilian Symphony Orchestra caught the attention of some of the public unaware of the genre. The feedback came with the renewal in the age group of the audience, with a 40% increase of young people The tickets sold out for this year’s season.