Berlin Philharmonic Design & Branding 128 STARS – 1 ORCHESTRA by Scholz & Friends Berlin

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Michael Winterhagen, Nils Busche
Art Director Philipp Weber
Copywriter Felix John
Released October 2009

Credits & Description

Category: Posters
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: SCHOLZ & FRIENDS , Berlin, GERMANY
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Michael Winterhagen (Scholz & Friends)
Creative Director: Nils Busche (Scholz & Friends)
Copywriter: Felix John (Scholz & Friends)
Art Director: Philipp Weber (Scholz & Friends)
Account Manager: Katrin Seegers (Scholz & Friends)
Account Manager: Katja Weiden (Scholz & Friends)
Account Manager: Sonja Overbeck (Scholz & Friends)
Agency Art Buyer: Kirsten Rendtel (Scholz & Friends)
Agency Producer: Franziska Ibe (Scholz & Friends)
Graphics: Lisa Baur, Robert Bilz, Klaus Bornhoeft, Stefanie Busse, Dominika Dobrzalski, Ma
Advertiser's Supervisor: Natalie Schwarz (Berliner Philharmonie GmbH)
Media placement: Posters - Hoardings In Berlin (Stresemannstrasse, Ernst-Reuter-Platz, Hackescher Markt) - 01/10/2009

Describe the challenges and key objectives
The challenge was to lift the individual musicians from among the anonymous mass of the orchestra with a campaign that underlines the exceptional quality of all the orchestra’s members in an unusual and eye-catching way.

Describe the brief from the client
The Berlin Philharmonics are one of the best orchestras in the world. But nonetheless mostly the big performances are sold out, the small ensemble concerts are not. The brief was to communicate in a unique and unseen way that it’s the individual members who give the whole orchestra its exceptional quality. So that the orchestra’s excellent reputation also reflects on the individual musicians and their smaller concerts.

Describe how you arrived at the final design
The campaign presents all members of the Berlin Philharmonics as what they are: real stars. For every one of the 128 musicians an individual poster was designed. The posters were spread on billboards around Berlin, without any further comment. After two weeks it was disclosed that together they are the Berlin Philharmonics. The poster motifs were also featured in the season preview, the website and on city-light-posters.

Give some indication of how successful the outcome was in the market
From the billboards to the first presentation of the season preview, the concept and the individual posters resulted in numerous curious and positive reactions – from long-time concertgoers, the general public, the press and the actual musicians themselves. Also the posters have since become popular merchandising items for the Berlin Philharmonics.