LEO BURNETT BRINGS THE HONG KONG COMMUNITY CLOSER TO CLASSICAL MUSIC
source: http://www.adoimagazine.com/newhome/index.php?option=com_content&view=article&id=4219&catid=...
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Hong Kong-Leo Burnett Hong Kong announces the launch of a campaign for the Hong Kong Sinfonietta, which aims to bridge the gap between the mass public, and classical music. It stems from the insight that many people wrongly associate classical music with upper class society, and a pretentious, elitist image.The campaign hopes to make classical music relevant to the masses again, by breaking down long standing prejudices and allowing people to get close enough to feel the moving power of the music.
A series of three TV commercials, inspired by three famous composers - Beethoven, Schubert, and Mozart – bring out the contrast between the composers’ personalities and the stereotypical preconceptions that many people hold. They will be supported by a series of viral videos, due to be launched in June.
“We believe that classical music should be made more accessible to everyone” said Connie Lo, Executive Creative Director of Leo Burnett Hong Kong. “It is something that should be enjoyed by the mass public, not just a niche audience. We hope that this campaign will remind people of the more human side of the composers. Our aim is to make classical music a part of people's lives once more.”
Hong Kong Sinfonietta believes that music has a lasting and transforming effect on the lives of people. Since 2000 it has played an active role in the local community, pioneering specially-designed educational concerts for different age groups.
A series of three TV commercials, inspired by three famous composers - Beethoven, Schubert, and Mozart – bring out the contrast between the composers’ personalities and the stereotypical preconceptions that many people hold. They will be supported by a series of viral videos, due to be launched in June.
“We believe that classical music should be made more accessible to everyone” said Connie Lo, Executive Creative Director of Leo Burnett Hong Kong. “It is something that should be enjoyed by the mass public, not just a niche audience. We hope that this campaign will remind people of the more human side of the composers. Our aim is to make classical music a part of people's lives once more.”
Hong Kong Sinfonietta believes that music has a lasting and transforming effect on the lives of people. Since 2000 it has played an active role in the local community, pioneering specially-designed educational concerts for different age groups.
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- groups:
- Classical Music
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- tags:
- Culture, Art and Style, Art, China, 2 more
