THE INTERACTIVE MUSIC BOX
| Title | THE INTERACTIVE MUSIC BOX |
| Brand | BANEASA GRAND ENTERTAINMENT |
| Product/Service | GEORGE ENESCU FESTIVAL |
| Category |
C04. Installation (Sculptural/ Spatial) & Environment |
|
Entrant Company
|
FCB BUCHAREST, ROMANIA
|
|
Advertising Agency
|
FCB BUCHAREST, ROMANIA
|
Credits
| Dragos Raicu |
Fcb Bucharest |
Copywriter |
| Wanda Hutira |
Fcb Bucharest |
Art Director |
| Colo Nelu |
Fcb Bucharest |
Digital Punk |
| Andreea Serbu |
Fcb Bucharest |
Account Executive |
| Simina Lambrino |
Fcb Bucharest |
Account Manager |
| Sorina Borcescu |
Fcb Bucharest |
Client Service Director |
| Claudiu Dobrita |
Fcb Bucharest |
Creative Director |
| Sorin Fotache |
Fcb Bucharest |
Designer |
| Iulia Stanescu |
Fcb Bucharest |
Agency Producer |
| Charlie Sumanou |
InTouch Media |
Producer |
Brief Explanation
Baneasa Grand Entertainment is a key player on the Bucharest entertainment stage, organising and partnering with events ranging from exhibitions and fairs to cinema, theatre and music festivals.
The Brief
The George Enescu Festival is Romania's biggest classical music event and one of the most prestigious in Europe. Over 30 days, 90 orchestras, 3000 artists and even more spectators come to Bucharest each September for what becomes the hottest point on the International music stage.
A child prodigy, Enescu (1881-1955) began composing at an early age and became the youngest student ever admitted to the Vienna Conservatory.
In 2015, the festival's theme was "Impressions from childhood", a symphony Enescu composed when he was only 6 years old.
So the question was: how could we help his music educate and inspire the kids of today into becoming the composers of tomorrow?
How the final design was conceived
Presenting: the world's first interactive music box!
During the months leading up to the festival, the installation was designed and built from scratch as a fully functional music box.
Architects, engineers and musicians worked together to find the best solutions and ultimately design and craft a unique musical instrument, the first of its kind.
Because playing is the best way to learn, the innovative system allowed kids to place each note themselves and then turn the wheel to play (and live-stream) their composition.
?The goal was to create a fun interface, so the notes were translated into something familiar and captivating: Lego pieces.
On the steel drum children can insert Lego pieces in various colors, following a pre-established formula or getting creative as they go. With the Lego pieces in place, turning the handle activates the digital mechanism that reads the positions of the Lego pieces and translates them into beautiful music.
Indication of how successful the outcome was in the market
To help the news spread quickly, we sent media and bloggers a few Lego pieces along with an invitation to test the music box themselves and turn the pieces into music. The journalists accepted the invitation, generating tons of free PR and news by most major channels.
Since day 1, the Interactive Music Box started playing tune after tune as visiting families queued to give kids a turn at the fun. As the word got around through social media, it turned into a must-see attraction.It became #1 in all festival related news, generated over 100 000 000 page impressions and over 140 media features worldwide, totaling 130 000 euros worth of free media.
But most importantly, we proved that with the right instruments, classical music can be something that kids genuinely appreciate and love to play with, inspiring Romanian families to make classical music a part of their kids' education.