The symphony is like poetry. Everyone says they admire it, even love it. But nobody buys it.
And here is what’s curious about that. With everything that has changed since the first classical composers walked the earth, how does the music survive? Brahms. Stravinsky. Beethoven. Why do these artists still move us, change us, wow us? Oregon Symphony hired us to find out why and then inspire people to buy-in.
We involved homegrown influencers to showcase the everyday power of classic music in iconic and enlivening ways. The strategy? Influencers spark interest. Interest builds momentum. Momentum sells tickets.
Equipped with evocative, personal, and branded personas, our influencers eagerly shared the campaign with their audiences—generating interest and traction the Symphony could not have achieved with a conventional campaign.
After crafting and pitching the concepts that won the agency the work, I built the content strategy for the campaign and composed all of its messaging, from out of home to video to digital and social.
Role: Associate Creative Director, Copywriter
Industry: Arts and Entertainment
Agency: Watson Creative