Cannes Lions

Unlimited

SCHOLZ & FRIENDS, Berlin / BERLINER PHILHARMONIKER / 2023

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Overview

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Credits

Overview

Background

For more than 140 years, the Berliner Philharmoniker – one of the world’s leading orchestras – have paved the way for many modern musical developments: with world premieres and debuts, legendary guest conductors and soloists as well as commissioned works from contemporary composers. Yet the orchestra is often only associated with the usual repertoire of classical music – and less with musical diversity of different styles and genres. To whet the appetite for the wide variety of the new concert season, the aim is to show the orchestra's musical openness, which opens up new musical perspectives for the audience.

Idea

The open, progressive character of the Berliner Philharmoniker is also reflected by their pentagonal logo, which was inspired by their concert hall’s visionary architecture. Based on this logo, we constructed a fully mirrored, five-sided box. Any object placed within is now reflected almost infinitely by the five mirror surfaces. Then we placed a wide variety of objects inside the mirror box, which allude to upcoming concerts and topics. As the mirror box unfolds a multitude of perspectives of the objects, we give the concert season a striking visual expression of the orchestra's openness and diversity.

Execution

Inspired by the orchestra’s logo we constructed a mirror box with a pentagonal base and five semi-transparent mirrors as side panels. The panels had a width of 60 centimeters and a height of 90 centimeters. Thanks to the semi-transparency of the mirrors, we could place objects inside and then light, film and photograph them from the outside. A rotary plate even allowed us to have the objects slowly rotating. The selected objects range from the extraordinary to the mundane, from the well-known to the unfamiliar. This wide choice underlines how the orchestra can open up new perspectives for all kinds of music – from well-known classics and standards to new compositions or musical rediscoveries. With this simple yet effective construction, we shot and filmed the objects for a wide range of executions in print and out-of-home as well as social and digital media.

Outcome

The campaign provides the communication material for the entire concert season – from posters and flyers to out-of-home media in and around Berlin as well as digital formats for the website and the orchestra’s social media channels. With an eye-catching and coherent visual language, the campaign helped to strengthen the orchestra’s brand image in terms musical diversity as well as to support increasing ticket and digital subscription sales compared to previous seasons. Starting in the 2022/2023 concert season, the concept has been continued into the 2023/2024 season, due to its successful impact.

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1 Cannes Lions Award
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SCHOLZ & FRIENDS, Berlin

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2020, BERLINER PHILHARMONIKER

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