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Concertgebouw Brugge

Youth culture encourages nurturing pure passion and showing off one's mad skills. So we translated this trend in a playful and creative manner for Concertgebouw Brugge, with an educational campaign aimed at young people: Acoustic Power.

The Challenge

The youths and classical music: two worlds that seem far, far away from each other. Yet, they have more things in common than one would think. The challenge of the campaign was to introduce West Flemish youth to classical music and Concertgebouw Brugge.

The Solution

Youth culture encourages nurturing pure passion and showing off one's mad skills. So we translated this trend in a playful and creative manner for Concertgebouw Brugge, with an educational campaign aimed at young people: Acoustic Power.

This project involved several steps. First, a graphic identity was developed from a handmade (acoustic), powerful, painted logo. Then, we designed the key visual that would eventually be used in all communication tools: brochures, roll-ups, folders, website, tote bags and acoustic iPhone speakers.

The next step was to convince as many West Flemish schools as possible to participate in the project. These schools would then enjoy workshops where classical musicians collaborated creatively with the pupils, according to their favourite themes, interests and points of view. Young people from technical schools worked on acoustics, for instance, while Latin classes explored the 'big stories' behind the music.

After these workshops, the logical follow-up was a DIY contest. The teenagers got busy and creative with anything that revolved around classical music. In between those different steps of the process, a sharp social media campaign took place, involving clips that mixed classical music with the pupils’ interests.

The campaign reached its unmistakable peak with a classical concert at Concertgebouw Brugge. Around 2,200 young people attended a performance of Janáčeks' 'Sinfonietta' followed by the tune Peter Vermeersch composed for Acoustic Power. This exceptional event even made the news on Flemish television! Meanwhile, Acoustic Power won two awards: the aKCess Award and the BILL award for best 2016 youth campaign.

Concertgebouw Brugge

Concertgebouw Brugge wants to be a reputable global player in the fields of music and contemporary dance. With its wide range of interdisciplinary activities and the permanent opening up of its building, the Concertgebouw is also a center for visual art, sound art, literature and architecture. By focusing on creation, creativity and interaction with artists, at every stage of their career, the Concertgebouw wants to give the arts innovative stimuli, and to attract and involve a diverse audience and guide them on a path of discovery. In this way, Concertgebouw Brugge also enhances the international reputation of the city of Bruges and of Flanders.

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