ASK
Increase campus awareness and attendance for the Jacobs School of Music’s 300-musician performance of Mahler’s Symphony No. 2.
Increase campus awareness and attendance for the Jacobs School of Music’s 300-musician performance of Mahler’s Symphony No. 2.
INSIGHT
Students are more likely to attend when an event feels big.
Students are more likely to attend when an event feels big.
CONCEPT
It’s Too Big for the Stage highlights the massive scale of Gustav Mahler’s Symphony No. 2 by emphasizing that over 300 musicians can barely fit on stage, making the size of the performance the main attraction.
It’s Too Big for the Stage highlights the massive scale of Gustav Mahler’s Symphony No. 2 by emphasizing that over 300 musicians can barely fit on stage, making the size of the performance the main attraction.
Screen placements in the Student Union and lecture halls capture attention and emphasize the performance’s scale.
Advertising through the Indiana Daily Student placed the campaign in a trusted campus news source that students actively read.
In the weekly print edition of the IDS, typography spilled beyond its boundaries to reinforce the idea that the performance is too big to be contained.
Posters on campus bulletin boards met students where they already discover events.
An hourly takeover at the Media School's big screen used suspense and explosive audio to cause an interruption as powerful as the performance itself.