Category B04. Publications
Idea Creation SCHOLZ & FRIENDS Berlin, GERMANY
Name Company Position
Matthias Spaetgens Scholz & Friends Berlin GmbH Chief Creative Officer
Oliver Handlos Scholz & Friends Berlin GmbH Executive Creative Director
Robert Krause Scholz & Friends Berlin GmbH Executive Creative Director
Philipp Weber Scholz & Friends Berlin GmbH Creative Director
Philipp Weber Scholz & Friends Berlin GmbH Creative Director
Patrick Pichler Scholz & Friends Berlin GmbH Art Director
Felix John Scholz & Friends Berlin GmbH Copywriter
Heribert Schindler Heribert Schindler Photographer
Noshe - Noshe Photographer
Yvonne Haupt Scholz & Friends Berlin GmbH Account Manager
Raul Walch - Artist


In the summer of 2018, the Berlin Philharmonic faced an artistic and a commercial challenge. Between the departure of the former chief conductor Sir Simon Rattle and the start of his successor Kirill Petrenko, there is an entire season without a chief conductor. How do we communicate this extraordinary season to a demanding audience?

Describe the creative idea (40% of vote)

The vacancy at the conductor’s stand will not result in disorder or a lack of artistic direction. Instead it offers a chance for creativity. We present the change at the Berlin Philharmonic in a playful manner: with an artistic intervention at their home. Everything in the Berlin Philharmonic Hall is rearranged.

Describe the execution (40% of vote)

From the orchestra’s equipment, we created sculptures, installations and spatial compositions. They were presented in a temporary exhibition in the Berlin Philharmonic Hall and they became the visual framework for the entire communication throughout the season – from the season calendar, the concert posters and flyers to the online communication. So the campaign became the unique face of an exceptional year.

List the results (20% of vote)

As difficult as it often may be, the transitional period between the two leaderships did not result in commercial or artistic losses. Quite the contrary. Ticket sales at the box office as well as for the Digital Concert Hall subscription service could be increased in comparison to the previous years, The worldwide reputation as an artistically strong and independent orchestra was further manifested and strengthened by the campaign.