The Swiss Youth Symphony Orchestra is a one-of-a-kind in Switzerland. More than 100 musicians from 15 to 25 years old, representing all 4 cultural regions of Switzerland, come together to perform under the guidance of Kai Bumann, an internationally known conductor. The orchestra is an integral part of classical music development in Switzerland.
The Brief
The Swiss Youth Symphony Orchestra wanted to advertise its upcoming tour and was looking for a young, fresh and unique approach that would communicate what the orchestra stands for and makes it stand out of the mass. In order to make the Swiss Youth Symphony orchestra really unique, we did not only create advertising, we changed the whole corporate identity.
How the final design was conceived
Our idea: The best advertisement for an orchestra is the music it plays. But posters and flyers are things you can only see – not hear. For this reason, to advertise the Swiss Youth Symphony Orchestra’s upcoming tour, we turned the orchestra’s own music into images. These images became the central pillar of the communications measures. In the end, you were actually able to see the orchestra’s music.
Indication of how successful the outcome was in the market
The reactions created a great deal of buzz within the orchestra itself and among the general public. The tour was sold out, and the orchestra was able to earn an additional 28,000 Swiss francs in merchandise sales.