PHILHARMONIC ORCHESTRA OF MINAS GERAIS: PHILHARMONIC ORCHESTRA

Credits & Description:

Category: Publications & Business Communications

Advertiser: PHILHARMONIC ORCHESTRA OF MINAS GERAIS

Product/Service: PHILHARMONIC ORCHESTRA PROGRAMMING

Agency: NEW DESIGN

Date of First Appearance: Mar 1 2011

Entrant Company: NEW DESIGN, Belo Horizonte, BRAZIL

Designer: Bernardo Lessa (NewDesign)

Designer: Andrea Costa Gomes (NewDesign)

Creative Director: Angela Dourado (NewDesign)

Creative Director: Juliana Uchôa (NewDesign)

Copywriter: Mateus Coelho (NewDesign)

Art director: Francis Alan (NewDesign)

Media placement: programming montly book - inside the theatre - 1 year/montlhy



Describe the brief from the client

Create something that attracts more people to the concerts and brings classical music closer to them.



Describe the challenges and key objectives

In Brazil, classical music is seen as something erudite, reserved to the wealthy and cultivated. The common population isn`t interested in concerts. The objective was to put classical music closer to the younger population and increase the concerts audience with a low budget.



Describe how you arrived at the final design

We realised that classical music is everywhere and goes beyond the concert halls. It is in movies, cartoons, ringtones, everywhere. We decided to spread this idea right into the orchestra programming. We created a program booklet in newsprint that goes against traditional patterns. The covers bring

illustrations of animations, movie classics and of other places where classical music is present.

The inside links the public up with books, films and other sites related to the composers. The idea proved that

classical music is in everybody’s daily lives.



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

The audience increased in 20% in the first month.