TBWA\Zurich and the Zurich Chamber Orchestra show the power of music
Anyone who has ever attended a classical concert knows that this type of music, in particular, has a positive effect on both body and soul. To highlight this effect, the campaign by TBWA\Zürich offers a new perspective on classical music and the Zurich Chamber Orchestra.
To this end, photographer Felix Streuli has photographed orchestral instruments from unusual perspectives. Perspectives that allow an equally unusual comparison to be made with the unique effect of classical music. Under the campaign umbrella "Only classical music can do this", five subjects were initially created for the launch.
The Zurich Chamber Orchestra largely dispenses with conductors and follows the free principle of "play and conduct", in which a soloist or the concertmaster leads the orchestra from the podium and plays at the same time. Only a few orchestras worldwide follow this style of conducting, which characterizes the dynamic and interactive interplay of the ZKO. Not least because of this, the experience for the audience is even more intense.
The aim of the campaign is to get both long-standing and new fans excited about classical music. Following an agency evaluation, the Zurich agency was able to secure the mandate without a pitch and is now also supporting the ZKO as part of additional measures surrounding the orchestra's 75th anniversary.
Responsible at the Zurich Chamber OrchestraHelene Eller (Commercial Management); Lena-Catharina Schneider (Artistic Management); Michel Bumann (Graphic Designer); Melanie Hadam, Simone Pflüger (Marketing). Responsible at TBWA\ZurichManuel Wenzel (Executive Creative Director); Tizian Walti (Creative Director); Angelo Sciullo (Creative Director); Susanne Weeber (Art Director); Aron Meier (Junior Art Director); Naomi Gulla (Graphic Designer); Nataša Maričić, Anouschka Tschudi (Text); Marija Suvajdžić; Sabrina Iseli (Consulting). PhotographyFelix Streuli.
