B-classic: THE CLASSICAL COMEBACK

Credits & Description:

CLIENT B-CLASSIC
PRODUCT CLASSICAL MUSIC FESTIVAL
ENTRANT DDB BRUSSELS, BELGIUM
TYPE OF ENTRY BRANDED CONTENT & ENTERTAINMENT
CATEGORY USE OR INTEGRATION OF MUSIC
TITLE THE CLASSICAL COMEBACK
PRODUCT/SERVICE CLASSICAL MUSIC FESTIVAL
ENTRANT COMPANY DDB BRUSSELS, BELGIUM
CONTRIBUTING COMPANY DDB BRUSSELS, BELGIUM
PRODUCTION COMPANY CAVIAR BRUSSELS, BELGIUM
PRODUCTION COMPANY 2 SONICVILLE BRUSSELS, BELGIUM
PETER AMPE DDB BRUSSELS CREATIVE DIRECTOR
TIM ARTS DDB BRUSSELS ART DIRECTOR
STEFAN VAN DEN BOOGAARD DDB BRUSSELS COPYWRITER
DOMINIQUE PONCIN DDB BRUSSELS HEAD OF STRATEGY
MAARTEN VAN DAELE DDB BRUSSELS STRATEGIC PLANNER
MICHAEL D'HOOGE DDB BRUSSELS CONTENT/INSIGHT PLANNER
FRANCIS LIPPENS DDB BRUSSELS ACCOUNT DIRECTOR
KAAT DE BRANDT DDB BRUSSELS ACCOUNT MANAGER
GEERT DESAGER DDB BRUSSELS HEAD OF DIGITAL
STEFANIE WARREYN DDB BRUSSELS DIGITAL PRODUCTION
BRIGITTE VERDUYCKT DDB BRUSSELS TV PRODUCER
CHRISTOPHE LIEKENS DDB BRUSSELS GRAPHIC DESIGNER
GEERT DEWACHTER CAVIAR PRODUCER
RAF REYNTJENS CAVIAR DIRECTOR
The Campaign
There little regulation in Belgium. Despite the possibilities there's very little creative output.
Results
The Classical Comeback is the first music video for a classical composer. We invented a new music video format that combines the timeless emotion of classical music with the visual talent of a contemporary director. B-classic sent Raf Reyntjens, one of Belgium’s finest directors, to South Korea. He shot B-classic’s first Classical Comeback music video and the local Wayeva group performed a unique choreography on Dvořák's New World. Asia today is what America was 100 years ago: the new world. The first Classical Comeback music video was launched on YouTube. We chose to produce a music video because YouTube is one of the primary channels were youngsters experience new music.
B-Classic is an innovative Belgian classical music festival that leverages the power of classical music to engage new audiences -- without compromising on quality. How could we reconnect classical music with young people? With the ever-shortening attention span in mind, we launched a new music video format that combines the timeless emotion of classical music with the visual talent of a contemporary director. The Classical Comeback is the first proper music video for a classical composer. Our idea is based on the insight that we live in a visual world, where people discover music via YouTube & social media.
• We racked up over 3 million views on YouTube • All the big entertainment sites like 9Gag and Buzzfeed picked up the video. • We stirred a debate in the national press and the music video was featured on Belgian's late night show and was an item on the news. • We were invited to explain the project at the Belgian youngster channel JIMtv. • From Japan to CNN, it didn’t go unnoticed at news redactions all over the world. • Belgian channels such as '8' and even MTV agreed to air the Classical Comeback video in their normal programming, in between Miley Cyrus and others.