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Objective
Like most orchestras, the CSO’s patrons are mostly over 60. Therefore, the campaign’s objective was to communicate the high-level brand benefit in a way that appealed to a younger demographic while not alienating their core audience. |
Tactic
Embody the headline (The experience stays with you) with a series of Chicago-based photographs depicting the main character with an “instrument head”, symbolizing the idea that the impact of the live performance is powerful and long-lasting. |
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