B-Classic is an innovative Belgian classical music festival that leverages the power of classical music to engage new audiences. They asked us for a non-classical campaign to re-connect young people with classical music. The Classical Comeback is the first proper music video for a classical composer. Our idea is based on the insight that we live in a visual world, where people discover music via YouTube & social media.

We asked the upcoming music video director Raf Reyntjens to interpret Dvorák's 9th Syphony and launched it with a short documentary on YouTube. The music video & documentary were also placed on a campaignsite www.classicalcomeback.com

Because we wanted our project to be more than a "one hit wonder", we positioned it as an open source format. Other music enthusiasts can use the "THE CLASSICAL COMEBACK"-label as long as they abide to 5 rules (detailed on the campaign site). These new videos will be featured on our campaign site in the future.

- After 2 weeks already more than 3 million viewers had listened 3 minutes to classical music without realizing it.

- 2-in-3 YouTube viewers are below 30 years and B-Classic has now 10 times more subscribers than Belgium largest classical music hall Bozar (YouTube Analytics)

- The music video was featured in popular channels consumed by our target: HLN/CNN, ABC, Buzzfeed, Huffington Post, 9GAG,...

- Compared with equally popular music videos we sparked 5 times more comments on YouTube. 84% like it (the rest hated it :-)

- MTV put Dvorák's video on rotation in between pop music videos.