Hamburg News: Tourism - one of the highlight events: the event Blue Port is shown with Elbphilharmonie during night time.
Eröffnung Elbphilharmonie Hamburg © / Christian Spahrbier

Opening of Elbphilharmonie counts among top campaigns in 2017

Art Directors Club Deutschland awards coveted "nails" - Elbphilharmonie comes fourth - "Hamburg is daring," says jury

The Art Directors Club für Deutschland e.V. presented 40 golden, 124 silver and 201 bronze nails and four Grand Prix titles to the winners of the ADC Contest Thursday. The Elbphilharmonie’s advertising campaign for the opening of Hamburg’s magnificent concert hall cleared the boards and was rated one of the best in 2017. A score of 48 points saw the Elbphilharmonie’s campaign secure one golden, three silver and six bronze “nails” and an excellent, overall fourth place in the top ten creative ranking. The campaign had been nominated in eleven categories including PR, digital media and integrated communication.

“Hamburg is daring,” says jury

Professor Erik Spielermann, Chairman of the Jury, said: “We are celebrating both the idea and the execution of the campaign. The way in which the joy of music at the opening concert was expressed visually on the building was ingenious and fantastic. The people of Hamburg and all over the world were able to take part in the festivities making it consistent and technically innovative. The campaign has shown that ‘Hamburg is daring.‘”

Michael Otremba, Managing Director of Hamburg Marketing, said: “Hamburg’s campaign to open the Elbphilharmone has generated worldwide interest. Leading marketing experts in the country have rated the campaign favourably which is wonderful confirmation of our work.”

Hamburg Marketing GmbH had instructed Germany’s leading advertising agency, Jung von Matt, to draft a concept to open the Elbphilharmonie on behalf of the city. Hamburg Marketing GmbH and the Ministry for Culture and Media as well as HamburgMusik gGmbH were responsible for managing and co-ordinating the campaign.

Preisverleihung Art Directors Club ADC

Elbphilharmonie – a meeting place for all

Several communication measures and beacon projects have been executed to raise public awareness of Hamburg’s latest landmark in Germany and all over the world. The music programme, drawn up by Christoph Lieben-Seutter, General and Artistic Director of the Elbphilharmonie, naturally took centre stage. The programme is characterised by cosmopolitanism, artistic quality and diversity based on a special music experience and the Elbphilharmone’s unique architecture. The concert hall has been conceived as a meeting place for everyone and as a widely visible, contrasting symbol of Hamburg’s forward-looking flair.

Winners of the 53rd ADC Contest

Deutsche Telekom’s “Sea Hero Quest” campaign executed by Saatchi & Saatchi London won the Grand Prix in the digital media category while the “DOT” smart-watch won the design category. The first Braille smart-watch by Serviceplan/Serviceplan Korea also won a Grand Prix title. DDB Group Germany won the Grand Prix with its campaign against breast cancer called Pink Ribbon Deutschland under the theme “Check it before it’s removed.” DER SPIEGEL weekly magazine won the editorial category with “46/2016: Das Ende der Welt/The End of the World.” Commenting on the winners, Spiekermann, said: “The works suggest solutions for well-known problems in a newly interpreted, disruptive manner.“

The top ten at this year’s ADC Contest include the Elbphilharmonie’s opening campaign by Jung von Matt AG, achtung! GmbH as well as madhat GmbH, the print ad by Pepsi Light “Iconic Moments” by BBDO Düsseldorf GmbH and the “Lachende Pferde” (Laughing Horses) commercial by Grabarz & Partner for Volkswagen Tiguan. Led by Spiekermann, 378 jurors split into 27 juries, spent two days mulling all the entries and selecting the winners of the ADC Contest and the ADC Junior Contest.

ADC exhibition

The best works will go on show in Hamburg’s Museum of Work until May 21, 2017. The exhibits include all entries in the ADC Contest and the ADC Junior Contest in the categories advertising, design, digital media, editorial, communication in space and well as the ADC app.

Sources and further information:

About the Elbphilharmonie's campaign

The communication strategy began with an extraordinary street art project to make the Elbphilharmonie’s first musical season transparent across Hamburg. The ensuing, global raffle for tickets to the opening concerts attracted 223,346 music fans. People from Hamburg to Antarctica and from New York to Shanghai entered in the hopes of a live experience of the opening ceremony. The innovative drone flights, offering discovery tours of the interior and exterior of the concert hall, met with great enthusiasm. Spectacular images of the Elbphilharmonie were celebrated by media all over the world and on every channel, especially social media, and were “liked” and shared by millions on YouTube and Facebook. The highlights were the opening concerts on January 11 and 12, 2017.

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