Hamburger Symphonike Design & Branding HAMBURG SYMPHONY by Gurtlerbachmann


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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Germany
Agency Gurtlerbachmann
Executive Creative Director Reiner Fiedler
Copywriter Claudia Oltmann
Released September 2011

Credits & Description

Category: Posters
Product/Service: ADS
Chief Creative Officer: Uli Gürtler (Gürtlerbachmann Werbung)
Executive Creative Director: Reiner Fiedler (Gürtlerbachmann Werbung)
Copywriter: Claudia Oltmann (Gürtlerbachmann Werbung)
Art Buyer: Anna Vogelpohl (Gürtlerbachmann Werbung)
Art Buyer: Kim Barnes (Gürtlerbachmann Werbung)
Account Manager: Anna Vogelpohl (Gürtlerbachmann Werbung)
Media placement: Poster 1 - Hamburg city centre - 01.09.2011
Media placement: Poster 2 - Hamburg city centre - 01.09.2011
Media placement: Poster 3 - Hamburg city centre - 01.09.2011
Media placement: Poster 4 - Hamburg city centre - 01.09.2011
Media placement: Poster 5 - Hamburg city centre - 01.09.2011

Describe the brief from the client
Out of the 3 orchestras in Hamburg, Hamburger Symphoniker is the smallest. Hamburger Symphoniker is the only one that gets barely any financial support from the city. Therefore, it depends on money made exclusively by selling tickets. For the substantive orchestral work, it needs to offer a different programme than the 2 bigger orchestras. The same goes for its communication.

Describe the challenges and key objectives
A young, fresh and unusual type of communication, in word and image, different from the boring, dusty appearance of the orchestra competition. This campaign shows, by its various motifs, the basic promise of the brand Hamburger Symphoniker: To create a real, only-live-to-feel experience with every concert.

Describe how you arrived at the final design
A special experience for the ears is literally shown, and brings the promise to point. This leads to elevating the words and pictures to eye-catching designs. An advertising design, which clearly differentiates itself from the competition by its fresh look, and is really memorable: that’s where we want to go.

Poster1: Afterall, it seems it was not the brothers Wright, who invented flying, but a man named Ludwig. In addition, he did it especially for you.
Experience. Orchestra.

Poster2: Solid ground is only a half tone away. However, in between lies every depth into which a human being can be thrown. It must be beautiful down there.
Experience. Orchestra.

Poster 3: Who would have thought that melodies have something like a wind force? This one is somewhere between mellow breeze, storm and hurricane.
Experience. Orchestra.

Poster 4: The highest place you have ever been is this High C. Up here you can hear for light years.
Experience. Orchestra.

Poster 5: Is there a better way to travel than on the delicate spidery legs of semiquavers and the powerful bronze backs of French horns?
Experience. Orchestra.

Give some indication of how successful the outcome was in the market
The campaign is an outstanding example of effective advertising. Immediately after the launch of the campaign, ticket sales rose by 18.7%. More importantly, the demand for subscriptions rose by 24.9%.