shepard fairey

shepard fairey

WQXR Month of Mozart "I Am A Deus"

4d ago
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Description

As WQXR's agency of record, we are rewriting the rules for promoting classical music while expanding the cultural leader's national influence. Our kickoff campaign celebrated "Beethoven Awareness Month" by flipping expectations and recasting the composer as a modern cultural icon. Our antidote to the perception of classical music being stodgy and elitist began with street-level wild postings around NYC featuring an image inspired by Shepard Fairey's iconic graphic style and the words OBEY-THOVEN. The ambitions of the OBEYTHOVEN campaign went beyond boosting listenership as we sought to instill a new appreciation for centuries-old music. With a magnanimous nod of approval, Shepard Fairey loved the idea, remarking to the New York Times, "of course I support classical music, and this homage to my work made me smile.” Stuart Elliot of the Times added, “The extent of the WQXR campaign mirrors its ambitions" while New York Magazine’s tastemaking Approval Matrix positioned the campaign at the apex of “Highbrow/Brilliant.” We stretched a modest media budget across wallscapes, posters, online ads, a local TV spot and fun limited edition items like T-shirts, stickers and temporary tattoos. We also helped WQXR produce an event at Grand Central Station featuring a quartet performing live Beethoven pieces accompanied by a breakdancer wearing our cheeky "BEETHOVEN WAS DEF" T-shirt. The campaign not only caught the attention of hundreds of blogs and aggregators across the country, but pushed WQXR to the coveted #1 ratings slot among U.S. classical radio stations. In our third year, we flipped the campaign once again and staged a Mozart coup. We reprised our old OBEYTHOVEN artwork but this time covered by MozArt graffiti (spelled with the anarchists' "A" symbol) which we quickly replaced by the mysterious line "I AM A DEUS." The I AM A DEUS campaign perfectly captured the composer's rebellious spirit while still delivering bold messaging for the WQXR brand. Along with wild postings, wall murals, digital banners and a local TV spot, we developed and managed an extensive social media campaign and launched the “Life with Wolfie” Tumblr, a fictional parenting blog penned by little Wolfgang's overbearing stage dad Leopold. Once again, WQXR received media love from The New York Times and New York Magazine’s Approval Matrix. More info at http://www.eyeballnyc.com/#/work/view_all/wqxr_campaigns