Classical concerts often seem to be boring. That’s because many of the tour posters look more or less the same. With our individual approach to design the tour posters of the Swiss Youth Symphony Orchestra in an unseen way, we created lots of buzz about the orchestra and made the potential audience curious. Since the music itself designed all tour posters and more press articles the Swiss Youth Symphony Orchestra showed that their way to play classical music is far less classical than expected. And by doing this they convinced many people to attend to their concerts.

Our idea: The best advertisement for an orchestra is the music it plays. But posters and flyers are things you can only see – not hear. For this reason, to advertise the Swiss Youth Symphony Orchestra’s upcoming tour, we turned the orchestra’s own music into images. These images became the central pillar of the communications measures. In the end, you were actually able to see the orchestra’s music.

The reactions created a great deal of buzz within the orchestra itself and among the general public. The tour was sold out, and the orchestra was able to earn an additional 28,000 Swiss francs in merchandise sales.