| Title | EPICGRAM |
| Brand | B-CLASSIC |
| Product/Service | MOBILE APP |
| Category |
B10. Best Music / Brand Partnership |
|
Entrant
|
DDB BRUSSELS, BELGIUM
|
|
Idea Creation
|
DDB BRUSSELS, BELGIUM
|
Credits
| Peter Ampe |
DDB Brussels |
Creative Director |
| Odin Saillé |
DDB Brussels |
Creative Director |
| Kenn Van Lijsebeth |
DDB Brussels |
PR Manager |
| Sander Verniers |
DDB Brussels |
Insights Planner |
| Cedric Lopez Fernandez |
DDB Brussels |
Designer |
| Stefanie Warreyn |
DDB Brussels |
Producer |
| Renaud Goossens |
DDB Brussels |
Producer |
| Bert Wijnants |
DDB Brussels |
Designer |
| Davy Dooms |
DDB Brussels |
Designer |
| Francis Lippens |
DDB Brussels |
Account Director |
| Maarten Breda |
DDB Brussels |
Producer |
| Dominique Poncin |
DDB Brussels |
Head of Strategy |
| Kaat De Brandt |
DDB Brussels |
Account Manager |
| Sven Verfaille |
DDB Brussels |
Graphic Designer |
| Jonathan d'Oultremont |
DDB Brussels |
Creative |
The Campaign
The idea was to make a mobile app which would prove Belgians just how cool classical music can be. Classical music mixed with slow motion videos proved to be the recipe to make your average video look epic. The perfect way to introduce classical music to young target groups who, in normal situations, would otherwise never use classical music.
Creative Execution
We teamed up with our partners and produced a mobile app that people could download for free on the iOS App Store and Android Playstore. The app let you shoot short videos on which you could add classical music pieces of 10 different composers. The app the adds a slow motion layer on top which makes the result look movie-like. With the different composers you have the choice between different emotions. You can make your video euphoric, romantic, or even dramatic, just by adding slow motion and classical music. We created different social media channels to introduce the app with a spreading movie and to showcase the best user-generated examples. The users which use the app soon turn into ambassadors because every video shared is a promotion of the force of classical music.
- 10.000 downloads in the first week
- 112 million impressions
- Apple put it on the App Store homepage in 28 countries
- Worldwide exposure with focus on Belgium, France and The Netherlands.
- Every user listened on average to 3 different classical songs.
- B-Classic festival sold out
With epicgram we want to break with the Belgian set of shared beliefs that classical music equals boring situations. We want to disrupt the collective consciousness on classical music by collaborating with these exact classical composers. By making an app that lets you shoot your own video while adding a classical music layer we show the Belgians in practice how classical music can turn a normal situation into an epic moment. Changing someone's mind over time.
In order to change the mind of Belgians on the subject of classical music we need to combine it with something they perceive as cool. Shooting videos on your mobile phone has been a trend which got increasingly popular over the years, supported by famous social media channels making compilations on different subjects. Making an app that combines classical music with shooting short videos would make classical music part of everyone's daily life.