Entertainment > Talent
SCHOLZ & FRIENDS, Berlin / KARAJAN ACADEMY OF THE BERLIN PHILHARMONICS + WWF / 2019
Overview
Credits
Why is this work relevant for Entertainment?
Instead of an advertising campaign we created a unique piece of entertainment and culture – a piece of classical music became the core of our campaign to save the insects from extinction. For the first time ever insects became musicians and helped themselves and their kind by performing music live on stage – together with the Berlin Philharmonics, one of the best orchestras in the world.
Background
All around the world insects are disappearing silently. The “Insect Armageddon” (The New York Times) in other words, the dramatic decline of insect populations all around the globe is far more dramatic than is commonly known. Studies have shown that 75 percent of flying insects have already perished. Insects play a crucial role in our ecosystem. They pollinate the food we eat and are themselves food for many larger animals like birds. If the insects die out, humans will follow.
Describe the creative idea
Together with one of the most popular orchestras in the world – the Berlin Philharmonics – we created “The Insect Concerto”, a unique charity concert. For the first time humans and insects performed music together live on stage. And not just any stage! The original composition “Insect Concerto” premiered in the iconic Berlin Philharmonie. A recording of the musical piece was sold on iTunes and other platforms to raise donations for the WWF.
Describe the strategy
Usually, animal welfare campaigns focus on popular animals like polar bears or dolphins. But we had a more difficult task: Create awareness for “the insect Armageddon” (New York Times), a worldwide decline of insect populations and raise donations for the World Wildlife Fund to support projects dedicated to saving the insects. But how do you evoke sympathy for insects, the least popular animals?
Describe the execution
Like many insects, crickets chirp to communicate. We used this insight to turn classical instruments into a trigger to make the insects join in with the music. By imitating their chirping with string instruments, the musicians compelled the insects to „sing“ along with the orchestra. To achieve this effect, the renowned composer Gregor A. Mayrhofer developed unique playing techniques, which resemble scratching. We even introduced an all new instrument to the orchestra: The Pergamentrassel.
Describe the outcome
The Insect Concerto received praise from acclaimed media outlets like ‘Sueddeutsche Zeitung’ and ‘Der Tagesspiegel’ as well as standing ovations from one of the toughest crowds in classical music – the audience at the Berlin Philharmonie. Our online film, which was released in May 2018 one week prior to the live premiere, was shared, commented and liked millions of times. It linked to our website and iTunes, where the musical piece could be downloaded to donate. Not only did we raise much more donations than needed for the WWF’s most urgent projects, the Insect Concerto spiked an international debate that continues today.
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