When Migros notes fall from the sky
Euro RSCG Zurich has given the Klubhaus concerts a new cover as Migros Culture Percentage Classics and is making it rain notes for the overture.
The traditional Klubhaus concerts are under new artistic direction, have been given a contemporary look and a new name: Migros Culture Percentage Classics. In February of this year, Migros launched a pitch for the relaunch of its concerts. The winner was Euro RSCG Zurich with the idea "Migros makes it rain notes".
The Migros Concerts have been around for 60 years. They were launched by Gottlieb Duttweiler because the Migros founder wanted to offer not only fine delicacies, but also high-quality classical music for the general public at affordable prices. Since then, the concerts financed by the Culture Percentage have brought not only famous composers, but also major orchestras and renowned conductors to the country's established concert halls.
Unlike the festivals installed at a fixed location, the Klubhaus concerts take their art on tour to various cities such as Basel, Geneva, Bern, Lucerne, St. Gallen, Zurich, Visp and Lugano. In addition to the stars, each tour also gives a young Swiss talent their big chance. The orchestras include illustrious names such as the Vienna Symphony Orchestra, the Royal Liverpool Philharmonic Orchestra and the WDR Symphony Orchestra Cologne. The new artistic director of the Migros Culture Percentage Classics is Mischa Damey.
The agency used the fact that the Federation of Migros Cooperatives is making top cultural performances accessible to a wide audience as the basis for its creative work. Under the motto "We bring you classical music", Euro RSCG Zurich developed an integrated campaign that was used on TV, in cinemas, on posters, in advertisements and online. The campaign uses a simple symbol for the classical genre - musical notes. The team led by former conductor Frank Bodin and CD Axel Eckstein uses these symbols as if in a natural spectacle. Thousands of notes fall from the sky, leaving all witnesses to this "musical rain" in spellbound amazement. In the film, the images are harmoniously accompanied by the music of Antonio Vivaldi.
The commercial was shot in Ljubljana with Luzian Schlatter. The imagery and models served efficiently as the basis for all other media, explain consultants Walter Tagliaferri and Cornelia Dürst. The photographs were taken by Pascal Walder. An important element is the Migros-kulturprozent-classics.ch site. Audio samples can also be played on this site.
Andreas Panzeri
The Migros Concerts have been around for 60 years. They were launched by Gottlieb Duttweiler because the Migros founder wanted to offer not only fine delicacies, but also high-quality classical music for the general public at affordable prices. Since then, the concerts financed by the Culture Percentage have brought not only famous composers, but also major orchestras and renowned conductors to the country's established concert halls.
Unlike the festivals installed at a fixed location, the Klubhaus concerts take their art on tour to various cities such as Basel, Geneva, Bern, Lucerne, St. Gallen, Zurich, Visp and Lugano. In addition to the stars, each tour also gives a young Swiss talent their big chance. The orchestras include illustrious names such as the Vienna Symphony Orchestra, the Royal Liverpool Philharmonic Orchestra and the WDR Symphony Orchestra Cologne. The new artistic director of the Migros Culture Percentage Classics is Mischa Damey.
The agency used the fact that the Federation of Migros Cooperatives is making top cultural performances accessible to a wide audience as the basis for its creative work. Under the motto "We bring you classical music", Euro RSCG Zurich developed an integrated campaign that was used on TV, in cinemas, on posters, in advertisements and online. The campaign uses a simple symbol for the classical genre - musical notes. The team led by former conductor Frank Bodin and CD Axel Eckstein uses these symbols as if in a natural spectacle. Thousands of notes fall from the sky, leaving all witnesses to this "musical rain" in spellbound amazement. In the film, the images are harmoniously accompanied by the music of Antonio Vivaldi.
The commercial was shot in Ljubljana with Luzian Schlatter. The imagery and models served efficiently as the basis for all other media, explain consultants Walter Tagliaferri and Cornelia Dürst. The photographs were taken by Pascal Walder. An important element is the Migros-kulturprozent-classics.ch site. Audio samples can also be played on this site.
Andreas Panzeri
