BLACKTIE by NEW DESIGN for PHILHARMONIC ORCHESTRA OF MINAS GERAIS

BLACKTIE

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Brazil
Agency NEW DESIGN
Creative Director Juliana Uchoa
Art Director Francis Alan
Released February 2011

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.