Classic FM is well known, in fact it’s the market leader by a long way and is well loved by its audience (generally a 55yrs+, wealthy demographic). But how do you reach those people who haven’t yet tuned in and who dismiss the entire classical genre as ‘not for them’? To celebrate Classic FM’s 25th anniversary and keep it relevant for another 25 years, Global asked us to find a way to engage a new generation (25-34yrs) with the station and stop them seeing it as a place for pensioners and posh people.

By keeping our visuals incredibly simple, we let the music tell the story, showing that people already ‘know’ classical music and experience it every day, often without realising it. In describing music in famous film moments, we reveal classical music as a powerful cultural force that can evoke vivid memories we didn’t even know we had. The cowboy riding on a big white horse whilst shooting his revolver at the bad guys moment, the woman in the red dress slinking into the bar and ordering a Scotch moment, and the soldier running back to save his best friend moment.

The campaign runs in Picturehouse Cinemas Gold Spots from 7th September 2017, 25 years to the day since Classic FM went live for the first time. The campaign will last for 3mths, reaching 800k admissions and is supported by social activity and digital advertising on Facebook and Instagram, targeted by movie