Drag queen, dominatrix and cabaret artist star in orchestra campaign Primary tabs
The Orchestra of the Age of Enlightenment (OAE) is dispensing with stereotypes about classical music fans in its bold new marketing campaign to promote a series of concerts at the Southbank Centre.
Earlier this year the orchestra invited unlikely classical music fans to step forward to appear in its campaign. The resulting 'Not all audiences are the same' ads feature a drag queen, dominatrix and cabaret artist among others.
The campaign, created by Harrison & Co, launches on 10 May.
The agency's Chris Harrison said: "This campaign is about getting past the stereotypes of who classical music is for. It’s not just about saying look how quirky and cool our audience are. We’re raising important issues: ‘what is classical music, who is it for, and who listens to it these days’ in what we hope is an interesting way, reflecting the maverick and independent spirit of the OAE.
"The campaign adds weight to the Orchestra’s tag line, Not all Orchestras are the same, by putting the audience in the frame, enabling us to turn it on its head and say Not all audiences are the same.”
Some behind the scenes footage from the making of the campaign is available to view above.