Orchestra Game Changer
Heliópolis Symphony Orchestra
Issue 59 | June 2021
Agency
Hungry Man
Creative Team
Creative Directors Joanna Monteiro, André Pallu Art Directors André Mezzomo, Gabriel Barrea Copywriters Kayran Moroni, Maicon Silveira, Deborah Vasques
Production Team
Director Gualter Pupo Executive Producers Alex Mehedff, Renata Correa, Mario Diamante, Luis Vidal
Other Credits
Supersonica Music Artists Antonio Pinto, Gabriel Ferreira Account Executive Tatiana Nascimento Executive Producers Marilia Franco, Marina Nascimento
Date
May 2021
Background
Sinfonica Heliopolis was founded by Silvio Baccarelli in one of the poorest districts of Sao Paulo in 1996. It didn’t just change the perspectives of the young musicians involved, it changed the community.
Even so, classical music in Brazil was a genre that had almost no coverage.
The challenge was to give the Sinfonica Heliópolis, the first orchestra born in a favela, the visibility they needed to keep funded and supported.
Idea
Brazil is obsessed with soccer. And since every major soccer league in the world has its own signature song, the orchestra saw an opportunity to capture some of the attention soccer always gets.
The idea was to invite Antonio Pinto, a Brazilian Hollywood composer, to write a song in partnership with musicians from Heliópolis.
The song became the new theme tune for the São Paulo State Championship and was played during game openings and at broadcasts, turning all those big soccer moments into free advertising for the orchestra.
That’s how some young musicians made headlines in a country mad for footballers.
Our Thoughts
At the beginning of the Championships, though the stadium was empty the orchestra was pitch-side, playing the new ‘anthem’. So, despite lockdown and despite there being zero interest in Mozart, the young musicians got in front of millions.
The story of the orchestra is inspirational.
One resident of Heliópolis, rated the second-worst slum in Brazil, is quoted as saying: "Culture and music help people get through tough times. When you see a bunch of kids wearing the institute's t-shirt rushing through the streets to go to practice, it's impossible not to be moved.” Let’s hope this helps the orchestra thrive, let alone survive.