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?
Need a credit fix? Contact the Creativity Editors