Cannes Lions

CLOSED FOR INVENTORY

SCHOLZ & FRIENDS, Berlin / BERLINER PHILHARMONIKER / 2015

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Overview

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Credits

Overview

Execution

To create a truly eye-catching campaign, we came up with a concept that is new for the music world: We declared the summer break as what businesses would do when they close for a longer time: the time for inventory. The stock-taking where you count and list all the property. Therefore we extensively photographed everything in the Berlin Philharmonic concert hall: from the musicians and their instruments on to the most mundane objects like chairs and music folders. A variety of outdoor posters in prominent locations in Berlin displayed the musicians and objects clearly arranged in categories with our message in between: “Closed for inventory” with reference to the new season 2014/15. The poster show each object as a true work of art.

Outcome

As even their most mundane objects are pictured as works of art, the campaign underlined the outstanding character of the orchestra. The variety of poster created an eye-catching effect in the city Berlin and gave the perfect start for one of the most successful concert seasons of the Berliner Philharmoniker.

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