We started a wide spread campaign in Vienna at music related places.The central element of the campaign was a headband with a crown of thorns designed on it and a poster with a music related nimbus.Definition of the headband:We borrowed a well-known element of the church and showed it in another form• on a headband• and in music stores etc.The aim of the creative placing of the headbands (music books, headsets etc.) was to bring the spectator in contact with the topic 'Catholic Music and Culture Festival' and to awaken their interest.Why a headband?Because they are very popular again (revival of the 70's) and therefore it animates to be worn.This in return generates a new advertising space – the forehead.Definition of the Poster:With the help of a simple symbol – bass box instead of nimbus – not only an easy connection between music and church was created but also the mystique – intimidating aspect was weakened.The placement:• Outdoor Posters on Spots frequented by Music Fans and Young Adults• Indoor Posters in Music stores, Music book stores, Music instrument stores• Headband on Headsets in Music stores • Headbands on music books in Music book shops• Headbands on Instruments in Music instrument stores• Headbands on Music books in General book stores

All the headbands and posters were gone within 24 hours.

This was not an act of vandalism but a sign for great interest.We know this due to over 450 phonecalls which consisted of positive feedback. Every caller wanted to know more about the event.The people were especially positive affected by the new refreshing and modern performance of the church.