Matthew Miller
Dec 19, 2013

Visuals in New Zealand Symphony campaign match music's intensity

NEW ZEALAND - A bright blue skull emerges from a liquid pool, a white lily shatters, a Russian doll explodes and a hairless cat shakes in a striking campaign for the 2014 season of the New Zealand Symphony Orchestra (NZSO).

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

Related Articles

Just Published

3 hours ago

AB InBev's South Asia marketing chief on alcohol ...

Alexander Lambrecht weighs in on challenges, sharing a brand name with the pandemic and more.

4 hours ago

Edelman begins strategic hiring, restores staff pay

Richard Edelman says PR is well-placed to bounce back after a spring that was “no fun”.

15 hours ago

WPP chiefs buy more shares despite Covid second-wave...

Stock price underwent a temporary bounce as investors considered the move a vote of confidence.

16 hours ago

WATCH: Hennessy celebrates 150 years with a daytime ...

Gunpowder and fireworks artist Cai Guo-Qiang staged the global event in celebration of Hennessy XO's 150th anniversary.