For 75 years Gaudeamus has been introducing curious music lovers to the (composed) music of tomorrow. With unheard-of combinations of genres, fresh perspectives on concert practice and radical new inventions in the field of sound and performing arts, Gaudeamus delivers a musical experience without borders or limitations. As the oldest music festival in the Netherlands, it is an important hub for young composers and music pioneers from all over the world, with the possibility to boost their career with an incentive prize: the Gaudeamus Award.
Gaudeamus
New music for curious people
Online tool
To get the public better acquainted with the festival, Gaudeamus asked us to develop a brand campaign that would educate about the festival’s core: tomorrow’s music by exciting upcoming composers. As you learn best by doing, we developed a campaign in which the input of the audience became the main carrier of the message.
Are you a composer too?
We developed an online tool with which users could create their own compositions. As creating your own composition from classical musical notation is quite hard, we opted for an easier notation. With different forms of brushes which, determined by the shape and color, could generate different sounds, visitors could easily create whatever composition they wanted and transform into composers themselves.
Crowdsourced design
By providing the festival with the new payoff ‘for curious people’, we emphasized the invitation to get involved and discover. A huge amount of compositions was submitted. These formed the foundation for all brand assets such as flags, posters, signing and social videos. As they were made from crowdsourced input, all assets were unique.
