Be the Orchestra Director.
Brief:
To make the Colombian Symphony Orchestra reach a younger audience with its music.
Strategy:
We created a new software in the Orchestra’s website that detects movement when the camera is activated. When you move your hands, the Orchestra plays and when you stop moving them the Orchestra stops. This way we created a unique experience that allows young people to be directors for one minute.
Results:
We created more than 500.000 new directors. After 7 months of it’s launching, this number is still going up.
We also brought youngsters closer to the Orchestra, selling out their presentations.
To be closer to everyone, Colombia’s National Symphony Orchestra launches its new website.
But people aren’t just going to be closer to it, they will also be able to experience it as few ones do.
In Colombia Nos Toca’s launching event, at the Nariño Palace, the assistants were able to conduct the National Orchestra online, and every Colombian had the opportunity to do it too.
This way, we brought a lot of traffic to the website and we made Colombians experience what few people do: Conduct an Orchestra.
Colombia’s National Symphony is now online.
Visit it.
Advertising Agencia: McCann Erickson, Colombia
General Creative Director: Samuel Estrada
Creative Director: Daniel Gonzalez
Art Director: Alexánder Argüello
Copywriter: Lupas Celis
Art Director: Alexánder Argüello
Copywriter: Lupas Celis
Director: Javier Pinilla
Producer: Inhouse
RECOGNITION
SOL DE BRONCE / Fiap 2010 / Orquesta Sinfónica Nacional de Colombia - Sea el Director
