PHILHARMONIC ORCHESTRA by NEW DESIGN for PHILHARMONIC ORCHESTRA OF MINAS GERAIS

PHILHARMONIC ORCHESTRA

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Brazil
Agency NEW DESIGN
Creative Director Juliana Uchoa, Angela Dourado
Copywriter Mateus Coelho
Designer Andrea Costa Gomes, Bernardo Lessa
Released February 2011

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.