Vic Youth Symphony Orchestra captures raw emotion in new work via J. Walter Thompson

Raw, passionate and emotive – the key elements of Victorian Youth Symphony Orchestra (VSYO) performances have been captured in a new campaign, developed by J Walter Thompson, Melbourne.

Aimed at showcasing the VYSO’s program, which rebels against the expected orchestra norms, the #rawVYSO campaign is now live across outdoor, print, social media and into the concert itself, with arresting visuals that challenge all the expected conventions of the genre.

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Says Kieran Antill, ECD, J. Walter Thompson, Melbourne: “Classical music has the power to move people, but often only appeals to a niche – and ageing – core audience.  But VYSO’s performances, inspired by contemporary life and popular culture, challenges these perceptions.

“As a result, we’ve developed concepts that reinforce these powerful and unexpected elements, demonstrating how VYSO performances are more ‘raw’ than more traditional orchestras, driven by passion and emotion rather than conservatism.  The campaign itself is as artistic and expressive as the music itself, full of unexpected and arresting imagery.”

The #rawVYSO design concept for the campaign is built around an eight-line marking taken from the action of the conductor’s baton, expressing the mark each concert will leave on its audience. Each concert theme is expressed with raw and unexpected imagery that captures the presented score.

Says Ingrid Martin, artistic director, Victorian Youth Symphony Orchestra: “The work JWT has done amplifies our vision to create orchestral experiences that are relevant, engaging and thought provoking. Our dream is to move and intrigue audiences through orchestral music. The collaboration between VYSO and JWT has helped us bring these ideas to life through our visual identity, branding and social media presence.”

Further reinforcing the ‘unexpected’ elements of VYSO’s brand, the campaign experimentations of still and motion components was shared by the creative team with the public as it developed via VYSO’s social media accounts, blurring the lines between audience and orchestra and creating a sense of community involvement.

Says Antill: “So the ‘making of’ became as much an integral part of the campaign as the concert posters themselves.”

Campaign elements developed by J Walter Thompson include a new brand identity (a visual brand icon, new name and arresting visual language), outdoor campaign including digital billboard placements in Melbourne’s inner city, and a social media strategy and campaign to increase brand awareness and drive ticket sales for the four annual concerts.  Print and editorial channels will also be utilised in Timeout and Broadsheet magazine.

The campaign is now live and will pulse for two week periods through the year until August, in the lead-up to the orchestra’s four 2017 concerts.

Agency: J Walter Thompson Melbourne

Media Agency: Starcom Mediavest Group