Cannes Lions

Sound Images

SCHOLZ & FRIENDS, Berlin / BERLINER PHILHARMONIKER / 2020

Awards:

1 Bronze Cannes Lions
8 Shortlisted Cannes Lions
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MP3 Original Language
Demo Film
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Supporting Images
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Supporting Images
Supporting Images
Supporting Content
Supporting Content
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Overview

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Credits

Overview

Background

As one of the leading symphony orchestras in the world, the Berlin Philharmonic is famous for their special sound that has been praised and celebrated by critics and audiences for more than 130 years. The campaign for the season 2019/2020 aims to celebrate the unique sound with a wide range of communication media – in outdoor, social and digital media as well as brochures and flyers. The campaign is targeted primarily at Berlin residents and tourists, secondarily at fans worldwide as well as digital concert hall subscribers via online advertising and social media.

Idea

Communicating the orchestra’s outstanding sound, the campaign makes visible, what could so far only be heard. By none other than the musicians of the Berlin Philharmonic themselves.

Strategy

Every year anew the orchestry needs to surprise its audience already before the new season is starting. This time we decided to create a visual concept that captures a concert in a picture.

Execution

The orchestra members performed pieces from the upcoming season’s repertoire on stage, which were then transmitted via loudspeaker onto a thin metal plane. The creation of the Sound Images is based on the scientific phenomena called Cymatics. Because it allows to reproduce acoustic waves as visual patterns on a vibrating metal plate, the musicians are able to visualize their exceptional sound in an eye-catching and aesthetic way. We then took these visual patterns to promote the concerts of the new season, which could be applied to outdoor, social and digital media as well as brochures and flyers.

Outcome

The campaign provides the communication material for the entire concert season – from posters and flyers, to digital outdoor ads and social media. With an eye-catching and coherent visual language, the campaign helped to strengthen the orchestra’s brand image as well as to support increasing ticket and digital subscription sales compared to previous seasons.

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