Campaign for Pasadena Symphony and POPS

Challenge

Patrons of the Pasadena Symphony and POPS were mostly older adults and seniors. They asked us to create a campaign that increased ticket sales among a younger demographic that think symphonies are boring.

Solution

It was evident that Gen Y & Z live in highly visual worlds through their screens. Their experience with music is mostly used as an enhancement for what they were watching. This is especially true in the classical category since it is not the most widely listened to music in pop culture. It was decided to centralize the campaign around the realization that the Pasadena Symphony is an experience for your ears, not your eyes. Going to the symphony meant taking your ears out on a date.

Roles and responsibilities

• Creative director • Strategist

This was a fun pro bono assignment that allowed the team to flex the imagination. A group of artists were selected to visualize the idea of what your ears would experience listening to a symphony at the theatre. This kept the visuals fun, attention grabbing, family friendly and unforgettable.