The Barbican – largest performing arts centre in Europe. Opened by Queen Elizabeth II in 1982, it is owned, funded, and managed by the City of London Corporation, the third-largest arts funder in the United Kingdom.
We deliberately worked with real people - either friends of Firedog or the Barbican center
We used a limited palette of neutrals combined with acidic primaries in order to create a series of memorable imagery
Firedog has worked together with the Barbican to produce a series of above the line campaigns designed to communicate the Barbican’s classical music offering.
We were required to express classical music in a new, exciting way that conveys the emotional experience of attending a concert. Clearly, experiencing this genre of music in all it’s three dimensional and multi-instrumental form, is very thought provoking. Previous marketing efforts lacked punch and individuality.
We combined images of the audience with their eyes closed together with moody environmental imagery
We wanted to tap into the sensory experience of sound, and therefore we focused on where your mind travels to when listening to a piece of music
We used a combination of rural and urban scenery to illustrate the broad changes in mood and tempo associated with classical music
The assets are combined with key copy and utilised across all print and ambient media
The campaign has run for four weeks with 255 posters across 129 London Underground stations
The calm nature of the subjects placed in a simple background enabled great flexibility in layout and positioning
The Barbican utilised the campaign assets across all their digital channels from home page to facebook and social media outlets
The campaign retained the use of the existing Barbican brand guidelines so that it did not feel out of place with existing Barbican communications
Research suggested that The Barbican’s communications lack openness and personalisation. Firedog’s solution was the “Dreamscape”, a series of landscapes reflecting the intensely diverse imaginative and emotive reactions upon listening to classical music at The Barbican. To signify this breadth, we juxtaposed images of jarring, urban structures with softer, natural landscapes. While the images retain soft hues of brown, lilac and light blue, each reveals the use of dense materials such as concrete or steel to offset this contrast.
We achieved the Dreamscape through using multiple-exposure techniques to create a series of surreal images
We achieved the Dreamscape through using multiple-exposure techniques to create a series of surreal images, illustrating an ethereal place that has been created in the mind of the audience. Using “real people” for the photo shoot enhanced the authenticity we were aiming for and we designed, illustrated, and post-produced everything within the Firedog studios.
Broad campaign :
We created a suite of sixteen images to ensure depth and flexibility in the campaign
We progressed the visual language of the campaign each year. This meant that the overall aesthetic remained the same, yet the campaign stayed fresh enough to demand renewed attention.
255 posters have been up in 129 tube stations. The Barbican has already asked us to work on another project following the success of the campaigns. The Barbican have also launched a Facebook “musical journey” apps campaign and would like to extend this campaign into animation.
Firedog has also been awarded as a finalist in the Drum Creative Out of Home Awards for 2013 for the campaign.