PHILHARMONIC ORCHESTRA OF MINAS GERAIS: BLACKTIE

Credits & Description:

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards

Advertiser: PHILHARMONIC ORCHESTRA OF MINAS GERAIS

Product/Service: PHILHARMONIC ORCHESTRA

Agency: NEW DESIGN

Date of First Appearance: Mar 1 2011

Entrant Company: NEW DESIGN, Belo Horizonte, BRAZIL

Creative Director: Juliana Uchôa (New Design)

Art Director: Francis Alan (New Design)

Media placement: flyer/ invitation - the front of theater - 3 days



Describe the brief from the client

The Brazilian population still has an erroneous vision on classical music concerts, as they believe those concerts are both expensive and elitist programs. So we had to create some cheap material to change these preconceptions.



Describe the challenges and key objectives

The challenge was to create something to invite the population of BH City to the 2011 Season and show with a very low budget that the philharmonic orchestra is more acessible, and that we all can attend a concert of classical music.



Describe how you arrived at the final design

We put an end to a common excuse: “I have no clothes to attend this type of event”. We created a black tie t-shirt to show that the Philharmonic Orchestra of Minas Gerais is accessible to all, regardless of one’s background, social class or wardrobe. We spread this t-shirt in the neighbourhood a few days before the launching of the 2011 Season.



Give some indication of how successful the outcome was in the market

The concert audience increased 20% in the first month.