Atlanta Symphony Orchestra: It’s Your Symphony Too

ROLE: Associate Creative Director, Copywriter

PROBLEM: The Atlanta Symphony Orchestra (ASO) is for everyone. And yet, a lot of people don’t believe that’s true. In surveys, we found that many people mentioned that they would feel out of place at the symphony. That it’s a bunch of old, rich, white people dressed up fancy, even though that’s not the reality.

ASK: Come up with a campaign to bring in a younger, more diverse audience

SOLUTION: The citizens of Atlanta should be proud of their orchestra, but many feel like they don’t belong. Or maybe more importantly, that the orchestra doesn’t belong to them. So let’s give it to them.

With this campaign, we’re giving all of Atlanta ownership over the ASO. We’re showing them they are just as welcome here as they are at JR Crickets. Whoever wishes to be enriched with the sounds of beautiful music can come on in. Because the ASO belongs to all of Atlanta, and we need every ATLien to know that it’s their symphony too.