ReArranged
By Scholz & Friends - Berlin
For Berlin Philharmonics
Winner in category Advertising
In subcategory Print
Project Description
Since the Berlin Philharmonic were founded in 1882, they were headed by legendary and charismatic chief conductors. Names like Herbert von Karajan, Wilhelm Furtwaengler and Claudio Abbado are still in high regard in the world of classical music. Chief conductors define and shape the sound of the orchestra, they select the repertoire and act as the face of the orchestra.
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?
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?
Agency Solution
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 to symbolize the new season.