CONCERTMILK by Jung Von Matt/Alster Hamburg for Concerthall Dortmund

CONCERTMILK

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Industry Shows, Events & Festivals
Media Design & Branding
Market Germany
Agency Jung Von Matt/Alster Hamburg
Executive Creative Director Sascha Hanke
Creative Director Jens Paul Pfau, Tobias Grimm, Jo Marie Farwick
Copywriter Jan-Hendrik Scholz, Henning Robert
Released April 2010

Credits & Description

Category: Self Promotion
Advertiser: DORTMUND CONCERTHALL
Product/Service: SEASON 2010/2011
Agency: JUNG von MATT
Date of First Appearance: Apr 21 2010
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Executive Creative Director: Sascha Hanke (Jung von Matt AG)
Creative Director: Tobias Grimm (Jung von Matt AG)
Creative Director: Jens Pfau (Jung von Matt AG)
Creative Director: Jo Marie Farwick (Jung von Matt AG)
Art Direction: Damjan Pita (Jung von Matt AG)
Copywriter: Henning Robert (Jung von Matt AG)
Copywriter: Jan-Hendrik Scholz (Jung von Matt AG)
Graphic Design: Sven Gabriel (Jung von Matt AG)
Graphic Design: Christoph Maeder (Jung von Matt AG)
Graphic Design: Nicolas Schmidt-Fitzner (Jung von Matt AG)
Account Manager: Dajana Crantz (Jung von Matt AG)
Account Assistant: Marijke Fisser (Jung von Matt AG)
Media placement: Milk-Bottles - Concerthall/Foyer; Perfetto (Dortmund) - 21.04.2010

Describe the brief from the client
The new season at the Dortmund Concert Hall will start soon. We need a campaign that raises huge levels of awareness for our claim: experience music like never before. And of course – we have no money, so make it cheap.

Describe the challenges and key objectives
Set deep in the heart of Germany’s Ruhr region, where hardly anyone is interested in classical music, the Dortmund Concert Hall has to offer something pretty unusual to attract new visitors. So we invented a completely new medium to make our classical music ‘tasty’ to people: milk.
Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yield, we played music from selected artists of the new season to them.
Asa result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm.

Describe how you arrived at the final design
The bottles we came up with say ‘milk’ and ‘music’ at the same time and their high class design supports the standards of the Dortmund Concert Hall. On the front a musical note serves as a label, while all information about the specific artist and the milk itself were placed on the back.

Give some indication of how successful the outcome was in the market
The media reported on this widely. The Concert Milk was featured in blogs and news around the world. It inspired people who otherwise hardly encounter classical music, increased the subscriptions by 19% and theatre occupancy to 72%.