Art and sound collide as NZSO gets with the 2011 programme

  • Advertising
  • September 13, 2010
  • Josh Gale
Art and sound collide as NZSO gets with the 2011 programme

High culture is often seen as the exclusive domain of the rich, old and über-educated. And “stuffy” is the word Kirsten Leighs, an account director at design agency The Church, uses to describe the highfalutin image of the New Zealand Symphony Orchestra (NZSO) before 2009, when the two outfits started working together.

As part of an attempt to breathe a bit of life into the NZSO, make it more appealing to a younger audience and compete with the huge array of leisure activities now on offer, Leighs and The Churchgoers spent over 550 hours creating the marketing collateral for the 2011 season, focusing on “opening up the stories behind the music”.

Every musical masterpiece tells a story, so to convey these stories quickly and compellingly, five themes were chosen: glory, passion, heart, colour and revolution, each of which has been brought to life in scenes featuring members of the orchestra playing characters from those stories.

For example, the artwork for the glory theme features cello player Roger Brown dressed in the military uniform of Napoleonic France riding a rearing war horse. In the same artwork other musicians play angels and conductors of the time.

Leighs says “it was a huge task”, both because of a few doubts within the NZSO and the logistic nightmare of trying to organise 100 musicians, not usually renowned as the most practical of beings, to turn up on time for their photo shoots.

In the world of classical music, as with many fields, there are purists who seek to preserve and progressives who welcome change. But commercial necessity dictated these changes and, in the end, Leighs says everyone came on board.

“They ended up having lots of fun, especially when we started dressing them up and making them feel like superstars,” she says.

Check out the cool making of video here.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Auckland Transport takes a hard look at the road toll with its latest road safety campaign

  • Advertising
  • November 21, 2018
  • StopPress Team
Auckland Transport takes a hard look at the road toll with its latest road safety campaign

Auckland Transport has teamed up with Ogilvy to release '64', a road safety awareness campaign that draws attention to the significant increase in Auckland's road toll in recent years.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2018 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit