Cannes Lions

CLASSICALS BEHIND THE CLASSICS

ARTPLAN, Rio De Janeiro / BRAZILIAN SYMPHONY ORCHESTRA / 2013

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Overview

Description

Brazil is going through a transition in its models, wherein TV has been losing space to digital entertainment. Even with TV stations having a dominant say over content generation, Brazil is experiencing an accelerated growth of its digital social networks. Facebook has seen the largest growth and has already far surpassed its largest local competitor, which was Orkut. Brazilians spend 23 hours online every week, and often leave Facebook and Twitter open as a secondary screen. Blogs experienced intense growth in Brazil starting in 2006 and quickly became too commercial, due to a strong business exchange with the brands. As the blogs became money driven, they lost authenticity and credibility with the audience. Brazilians have been developing an ability to identify brands that have an authentic attitude, and only value brands that walk the talk.

Execution

To attract the public to this kind of content, we bought media from various popular videos from classic movies on You Tube. These banners brought the users to our message which was delivered in a surprising way. Example: we acquired the right to explore, as media, a video that showed the most famous excerpt of the movie 'E.T. the Extra-Terrestrial'. We took advantage of the large number of accesses to this video and, through it, attracted people to the content of the Brazilian Symphony Orchestra playing the music theme from that movie.

Outcome

By demonstrating that classical music is in the daily routine of people more than they can even imagine, the Brazilian Symphony Orchestra caught the attention of some of the public unaware to the genre. The goal was achieved by making people, especially young ones, realize that they already like classical music; they just didn’t notice it not. They only needed to discover that behind many of their preferences, classical music was one of them. The feedback came with the renewal in the age group of the audience, with a 40% increase of young people. The tickets sold out for this year’s season.

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