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B-Classic – The Classical Comeback

B-Classic, an innovative Belgian classical music festival, needed an original campaign to re-connect young people with classical music. The creative team came up with ‘The Classical Comeback’: an open source music video format that teams up the contemporary music video with classical music. The first video was for a piece on classical music by Antonin Dvor├ík, directed by Raf Reyntjens en featuring Waveya, a South Korean K-pop dance group.

I managed the production of the website that explains the project and helped work out the seeding plan for the video, not that much was needed, the video was an instant hit with over 3 million views in three weeks time.

http://case.classicalcomeback.com/