Concertalia

Paganini: Diabolic Play

360º National Campaign

Context

Manic Music For The Masses

The classical music promoter Hispania had an ambitious, challenging proposal for the Spanish public. The work of a musical genius, almost impossible to reproduce live today, this is what audiences in Spain would have the privilege to enjoy.

Niccolò Paganini was the Italian master with almost supernatural skills on the violin. As a composer, his works pushed the technical boundaries of violin playing well beyond the classical horizon. His compositions are famous for their extreme difficulty, requiring advanced techniques such as left-hand pizzicato, rapid arpeggios, ricochet bowing, and harmonics.

Paganini was a monster. As a performer, as a composer and as a human being. A little devil inside and outside the theatre. But this is what made him special.

Outcome

String Theory Made Simple

Theatrical and charismatic. Fearless and impulsive. When Paganini played violin, his behaviour was extremely passionate and often exaggerated, reflecting the emotion and intensity of his music. But this is not a commonly held impression of a classical performer today.

Our challenge was to quickly persuade a modern-day audience that risk-taking, thrill-seeking and rule-breaking were nothing new in classical music.

It was this intensity, complexity and love of risk that we conveyed through a series of marketing elements from font choice to colour selection to poster configuration. A marketing campaign that brought Paganini into the present day, convincing classical fans that the master is still as thrilling as ever.

The punk Paganini was ahead of his time.