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ARTPLAN, Sao Paulo / OSB - BRASILIAN SYMPHONY ORCHESTRA / 2015
Overview
Credits
Audience
2014 was a great year for art in Brazil. Museums and galleries reached records of public with greats exhibitions and huge lines. That made us think: if art is getting more attention all over Brazil, why classical music is not? There was a great opportunity to focus our efforts and talk to a valuable target to create a more frequent audience.
ClientBriefOrObjective
The prestigious OSB - Brazilian Symphony Orchestra - performed more then 4 thousand times, not only in Brazil, but all over the world. But even on its 75th anniversary the institution still struggles to sell tickets to concerts. This happens because Brazilians don’t know anything about classical music. It’s not usually taught in schools and is not really part of our culture (most of famous classical compositions are older then the country itself).
Execution
We needed to show classical music as a kind of art, an art so great that should be put on the finest museum and gallery walls. And that’s what we did. We created a different kind of media: music “disguised” as art pieces with typography inspired by stereo speakers and the most classical epics performed by OSB playing on a loop. The itinerant exhibition was called “Art for the Ears” and each piece were put among the greatest painters, sculpturists and graffiti artists in Brazil.
Outcome
OSB's “Art for the Ears” is an itinerant exhibition and started to run on March 28th. We began with some of Brazil's most prestigious galleries like Choque Cultural, a7ma and others. By now, we estimate that we already reached a public that represents more than 16 times the usual audience on OSB Concerts. The full schedule includes museums like MAM, MIS and MASP reaching more than 2 million people until the end of the year.
Synopsis
Researches show that less then 10% of Brazilians has listened to a single classical song in the last year. This number reflects how narrowed is our target: educated people that recognize the historic and cultural value of this great art. Or at least who is interested in knowing more about that. That’s where we started to built our strategy.
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