DCINY, a production company that produces classical and choral music concerts, was looking for a creative concept that would address audience members and other members of the choral community that are singers themselves. The goal was to entice viewers of the ad to inquire about performing onstage.
The idea came from placing myself in the target audience's shoes. I'm at a concert, and I love choral music. I managed to get great seats to this performance. I'm sitting in the audience, marveling at the breathtaking view from my seat at Carnegie Hall, and I'm thumbing through the Playbill. What should the Playbill say back to me to make me want to ask about performing onstage? What could be better than the view I am currently seeing?
This ad also ran in choral music journals and other trade publications.