Raw, passionate and emotive. These are the key elements of the (VSYO) performances that J Walter Thompson Melbourne’s campaign communicates to its audience.
The VYSO’s program rebels against the expected orchestra norms. And the JWT campaign rebels against the expected ad campaign norms. Its arresting images describe the theme and the feeling of the performances.
“Classical music has the power to move people, but often only appeals to a niche – and ageing – core audience. But VYSO’s performances, inspired by contemporary life and popular culture, challenge these perceptions,” explained J Walter Thompson’s executive creative director, Kieran Antill.
“As a result, we’ve developed concepts that reinforce these powerful and unexpected elements, demonstrating how VYSO performances are more ‘raw’ than more traditional orchestras, driven by passion and emotion rather than conservatism. The campaign itself is as artistic and expressive as the music itself, full of unexpected and arresting imagery.”
The campaign, #rawVYSO, is running in outdoor, print, social media and into the concert itself.
The #rawVYSO design concept for the campaign is built around an eight-line marking taken from the action of the conductor’s baton, expressing the mark each concert will leave on its audience. Each concert’s theme is described with unexpected imagery that evokes the presented score.
Ingrid Martin, artistic Director, Victorian Youth Symphony Orchestra said: “The work JWT has done amplifies our vision to create orchestral experiences that are relevant, engaging and thought provoking. Our dream is to move and intrigue audiences through orchestral music. The collaboration between VYSO and JWT has helped us bring these ideas to life through our visual identity, branding and social media presence.”
Helping to communicate the unexpected nature VYSO’s performances, the experimentations of still and motion components were shared by the creative team with the public as it developed via VYSO’s social media accounts, blurring the lines between audience and orchestra and creating a sense of community involvement.
“So the ‘making of’ became as much an integral part of the campaign as the concert posters themselves,” Antill explained.
Campaign elements developed by J Walter Thompson include a new brand identity (a visual brand icon, new name and arresting visual language), outdoor campaign including digital billboard placements in Melbourne’s inner city, and a social media strategy and campaign to increase brand awareness and drive ticket sales for the four annual concerts. Timeout and Broadsheet magazine will also run print ads and editorial.
The campaign will pulse in two-week bursts through the year until August, in the lead-up to the orchestra’s four 2017 concerts.
Credits
Agency: J Walter Thompson Melbourne
Executive Creative Director: Kieran Antill
Head of Design: Ander Hernando
Art Director: Elliott Nimmo
Account Director: Melody Chia
Social Media Manager: Marie Romano
VYSO Artistic Director: Ingrid Martin
Photographers: Matthew Jensen, Theo Moustakas
Stylist: Juliette Booth
Image Retouchers: Ashlee Pritchard, Paul Vinella
Finished Artists: James Ayling, Damien Borella
The Cannery Studio Manager: Julia Goldie
Agency Editor: Dave Wade
Agency Producers: Emma Donaldson, Stephanie McDonald
Media Agency: Starcom Mediavest Group
Campaign elements and visuals can be viewed here:
www.instagram.com/victorianyouthsymphony
www.facebook.com/Victorian.Youth.Symphony.Orchestra
Founded in 1942, the Victorian Youth Symphony Orchestra (VYSO) is Victoria’s longest running youth orchestra. It is independently run by musicians aged 18 – 35, ensuring them high-level performance opportunities.
J Walter Thompson Melbourne is part of WPP AUNZ, Australasia’s leading marketing communications group.
