Cannes Winners: Metropole Tweetphony

[Agency: Havas Worldwide Amsterdam]

Challenge: Despite earlier promises, the Metropole Orchestra’s subsidy and existence were still under threat.

Actions: We asked the Dutch audience to “Let the Metropole Orchestra play!” Using our special piano, participants composed a musical tweet. The best tweets were arranged into scores and played by the orchestra in an eight-hour-long, live-streamed concert. A video of each Tweetphony was immediately sent back to its composer.

Results: Thousands composed a Tweetphony and 33 were performed. All major media picked up on the story (PR value: €1 million; OTS: more than 5 million), including a big item on the 8 o’clock national news. After Tweetphony, Parliament granted the orchestra funding until 2017.