To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in.

If Dvorak Had a Music Video, This is What it Would Look Like

DDB Brussels Brings Modern 'Warfare' to Promoting Classical Music to Promote Local Music Fest

Editor's Pick

Belgian music festival B-Classic, devoted entirely to classical music, had a problem. It wanted to broaden its audience to include not just the older set, but also younger listeners. So it tapped DDB Brussels to use modern day music marketing "warfare" to promote its cause. For the "Classical Comeback" campaign, the agency commissioned Belgian director Raf Reyntjens of Caviar, known for his work on music videos for Belgian electronics artist Stromae, to direct a crew of female dancers -- in the seductive style of a K-Pop music video, to Dvorak's Symphony No. 9 Allegro Con Fuoco. What better way to raise the profile of "invisible" classic music to a new crowd than with a sexy, high-energy clip, a la Psy?

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Apr 17, 2014
Agency:
DDB Brussels
Client:
B-Classic
Director:
Raf Reyntjens
Production Company:
Caviar
Creative Director:
Peter Ampe
Creative Team:
Tim Arts
Creative Team:
Stefan Van Den Boogaard
Design:
Christophe Liekens
TV Producer:
Brigitte Verduyckt
Producer:
Geert De Wachter
Music/Sound:
Sonicville
Category
Genre
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Subscribe Now

Become a Member of Ad Age