The campaign, by Wellington-based agency The Church, aims to stand out from the norm in classical-music marketing, which tends toward the traditional and safe despite the emotion inherent in the music.
The campaign includes 15 short films—one for each of the orchestra's 2014 concert tours—a microsite, an app, a brochure, outdoor materials, and 15 still photos to match the 15 videos.
Flying Saucer Films' Hamish Johnson produced and directed the videos, using slow-motion techniques and a variety of purpose-built props. The teaser video (above) shows scenes from several of the films, all of which are available in their entirety on the campaign's microsite and Vimeo channel, where you can also find a making-of video.
“This campaign has turned heads," said NZSO’s Head of Marketing Thierry Pannetier. "It’s certainly a different take, and we hope that new audiences of Kiwis will come and try out this art form.”
The Church has worked with the NZSO for four years.
Client New Zealand Symphony Orchestra
Creative Agency The Church
Marketing Manager Thierry Pannetier
Creative team Adam Cansino, Su Chin Chow, Ryan Ferguson, Caro Cole, Gareth White, Dylan Jennings
Director Hamish Johnson - Flying Saucer Films
Photographer Steven Boniface