2013 Results

CAT 25 - Social Networks (BC)

BRONZE

Havas Worldwide Amsterdam (NETHERLANDS)

Metropole Orchestra, Tweetphony: "Tweetphony"25-00265-BC
 

Agency (& City): Havas Worldwide Amsterdam

Production Company (& City): Perfect Fools Amsterdam

Short explanation

We asked the Dutch audience to “Let the Metropole Orchestra play!”. Using Twitter. How? On the campaign site participants could compose a musical tweet. The best tweets were arranged into scores. And played by the Orchestra in an 8 hour long, crowd composed live-streamed concert. A video of each Tweetphony was immediately sent back to its composer. Thousands composed a Tweetphony and 33 were performed. All major media picked it up. We even made it to a major item on the eight o’clock news. After Tweetphony, the Dutch Parliament granted the Orchestra funding until 2017.

Description

Despite previous commitment by the Dutch Minister of Culture, the orchestra was threatened by extinction due to severe cost cutting by the government. We wanted to convince and show the Dutch government that the Metropole Orkest is entrepreneurial and can count on strong support from the Dutch public. So we asked the Dutch audience to “Let the Metropole Orchestra play!”. Using Twitter.