How Virgin and the Australian Chamber Orchestra turned people travelling on an airport travelator into sheet music for one special performance
March 5 2015, 2:34 pm | | 18 Comments
Virgin Australia is the principle partner of the Australian Chamber Orchestra. To celebrate the partnership Clemenger BBDO, Sydney turned people travelling on an airport travelator into sheet music for one very special performance.
18 Comments
Flip back to 2013:
https://www.youtube.com/watch?v=JEYAIfOzjsE
So people lying on a on a travellator in an airport that NO ONE will ever see, is supposed to sell more flights, or build brand awareness in a duopoly?
In one of the most tedious case studies I ever seen, I hope this is not their only hope for Cannes.
Sounds great but very dissapointing. For one it hasn’t turned people traveling on travelator into sheet music as they have been placed just for the ad. Also how are the orchestra meant to see the music sheet? surely it can only been seen for a birds eye point of view?
One more thing – on strategy – why is this unique to Virgin? with Patrol vs Beethoven it is all about how the patrol can cope with high tough terrain which is a product benefit. I understand that their are travelators at airports but they are also at shopping centres so how is this relevant to Virgin? Feels a little first thought that has been ran with without properly stopping to think about it.
very long bow
@a bit misleading @Oh Please
Did you actually watch this? Virgin Australia is the principal partner of the ACO. This is a celebration of this fact. I thought it was quite lovely.
Bro, this is mean as.
badass
There’s lamb, there’s spam and then there’s is scam.
Yes saw it @did you even watch and understand that Virgin Australia is the principal partner but how does turning a travelator into sheet music highlight this point? What does that have anything to do with Virgin expect that travelators are usually found in airports??
How annoying for the stewards behind them wanting to get past.
As a classical fan, I was a bit sad. This could have been lovely. The idea certainly is.
But why have all rubbish at the front and back? I know it’s a case history, but I wanted to see the idea. The notes.
Nit-picking, the figures don’t actually form the right notes. Perhaps in pitch, but not in rhythm. Not to mention that as an orchestral piece there should be 40-odd travelators.
Here’s a really good example of how cool just notation can be. Notation with people done properly would have been amazing.
The fun starts 40 seconds in:
https://www.youtube.com/watch?v=2kotK9FNEYU
Nice guys!
Check out the facebook page and comments to see what real people who live in the real world think about it.
Then go back to writing your EDM copy.
Facebook. Real world. Baaaahaaaaahaaaa.
Get back to your ‘engagement’ videos
Sweet!
i like the idea, i do, and it had potential to really work.
but there is not connect, its just one visual and an orchestra playing.
if they were actually ‘reading’ the music then maybe.
sorry, good effort for pulling it all together and if there is a positive reaction then maybe we’re just all wrong anyway
there’s a better idea done years back – a dude made music out of birds on a telephone wires.
https://vimeo.com/6428069