The Greater Paris region is welcoming a new monument – in January 2015 the Philharmonie de Paris will open its doors. The new building, which was designed by Jean Nouvel, will host the Orchestra of Paris and symphonies from around the world, as well as musicians of all backgrounds, delivering a plethora of musical discoveries.
BETC Paris produced a campaign illustrating the Philharmonie de Paris in one word: Ouverture. The term translates into ‘opening’ and is also the French word for overture, signifying that this is much more than an inaugural campaign – it invokes the very essence of the philharmonie. The meaning plays out in a number of ways: from the opening of the venue itself, to that of the eyes, ears and spirit, to the idea of openmindedness towards music and others.
The Philharmonie de Paris is hoping to tear down barriers between different musical styles and their audiences. With exceptional acoustics, international programming, new types of concerts and interactive workshops, it promises to lure in even the most demanding of music-lovers, not to mention amateurs and families alike.
The film shows a mysterious curtain of hair, which slowly lifts to reveal an ear, one that is open to new musical experiences. Directed by Brigitte Neidermair, the images are elegant and refined. The campaign doesn’t unveil much, but rather serves as an invitation to discover music in a new way.
The campaign starts in and around Paris in December 2014. It consists of press visuals, out of home, and film for TV and cinema.
BRAND - Philharmonie de Paris
BRAND MANAGEMENT - Hugues de Saint-Simon, Luc Broté
AGENCY MANAGEMENT - Catherine Emprin - Isabelle Picot - Caroline Rey
CREATIVE DIRECTOR - Remi Babinet
ARTISTIC DIRECTOR - Françis De-Light
COPYWRITER - Nathalie Dupont
TRAFFIC - Elise Herfort
TV PRODUCER - Isabelle Mocq
PRODUCTION HOUSE - RITA
SOUND PRODUCTION - La-Bo BETC
DIRECTOR - Brigitte Niedermair
1ST AIRDATE - December 8
MEDIA PLAN - TV (France : France 2, Arte, Mezzo, BFM - Cinema (France : UGC, MK2)
AVAILABLE FORMATS - 30’’, 20 ‘’, 15 ‘’, 5’’