2010 marks the 200 anniversary of the great Polish composer Fryderyk Chopin.

MUSICE
To recognize the special importance of his artistic output for the global cultural
heritage, the Republic of Poland proclaimed 2010: THE YEAR OF CHOPIN. CONNECTSF
The 2010 Chopin Celebration Committee has launched a campaign to promote
the anniversary with a series of events, concerts, competitions and educational MINDSE
programs worldwide. One of the biggest challenges and main goals is to
engage younger generations who typically regard classical music as outdated IDE ASF
and irrelevant. Various art and design institutions are invited to participate in the
campaign, which presents large range of academic, artistic, educational and COMMUNITIESE
promotional opportunities.
For the last 200 years Chopin’s music has proven to be timeless and ever MUSICF
evolving. As an essential part of culture, his work continues to shape and
influence artists across the globe. Sensual and evocative, full of depth and LIVESE
emotions Chopin’s music allows people to communicate on a level that no
spoken word can. Versatile by nature and universal in its characteristics, his work ENGAGESF
is regularly transformed by modern-day artists into contemporary art pieces.
Sometimes used as a tool to convey feelings of despair or the complexity INFORMSE
of love, other times to enrich concepts or complete ideas, regardless of the
context, Chopin’s music leaves one with memorable experiences of discovery UNITESF
and profound self-reflection.
This February, the students from the Advertising for Broadcasting class at
INSPIRESE
MCAD will partner with Warsaw’s School of Ad Masters (Szkola Mistrzow
Reklamy) to participate in the celebration by creating campaigns that will CRE ATESF
promote Chopin, not only as a music legend, but also as a modern-day
celebrity. MUSICF
This collaborative project will take place in a virtual classroom setting where TRANSFORMSE
the two classes will connect via Skype and Blackboard to brainstorm, exchange
knowledge and generate ideas. The students will be paired in teams and over a
ENHANCESF
five week period will be given the task to create ads that will elevate Chopin to
the status of a 21st century hip, modern and progressive music star.
DEFINESE
The final pieces will be shown in March of this year, during MCAD’s Advertising
exhibit at Gallery 148. The work will be presented in Poland as well. OUR FUTURE±

CONTACTSf

MCAD | www.mcad.edu
Boriana Mintcheva-Strzok [boriana@visi.com]
David Schutten [david@usmac.net]

SZKOLA MISTRZOW REKLAMY | www.smr.kozminski.edu.pl

Katarzyna Dragovic [kdragovic@wp.pl]
ADVERTISING NOWf
With the advancements in technology and the internet the advertising industry
has been forced to change. The old art director/copywriter organizational
structure and tired image/headline promotional formulas are no longer the
standard. Today’s advertising is a powerful, customer driven, self-sufficient and
interconnected web of individual points of view that can co-exist, create, evolve
and inspire. An ecosystem of personal, multi-choice, diverse, customizable
customer-motivated interactions that breath, recreate and flourish on the base
of the real experiences and needs of real people, in real life situations. The role of
the consumer is no longer as an observer and follower, but as creator, producer,
influencer and supporter.
The communication tactics used during the last century to promote products,
services and ideas are still valid today. The use of images, words, music,
sound, humour and esthetic appeal will continue to remain vital in the quest
to persuade and be persuaded. The big difference today is that advertising,
the way we know it (TV, radio, print) is no longer the only marketing tool
for promotion. Instead, the most progressive brands are starting to use
advertisising as a platform for communication, a place to share and validate
opinions, test new ideas, inform, get feedback and educate. With the boom
of the internet and social media the world has grown intertwined into many
different cultural, economic, geographic, professional, artisitc, small and big,
colorful communities that thrive on the ability to consume and exchange
knowledge, engage, collaborate and influence each other.
CHOPIN 200 YEARS LATERf
LEARN MORE ABOUT
Music is a major outlet for human creativity. Throughout the history of human
CHOPIN’S LIFE & MUSICf
kind music has been passed from generation to generation as an identifier
of cultural roots, ethnic backgrounds, individual struggles, community http://www.chopinproject.com
achievements or personal freedoms. In the advertising industry music is used
http://chopin.pl/biography_chopin.
regularly to compel and communicate ideas, convey certain moods or inspire
en.html
emotional reactions that can leave long-lasting impressions.
http://www.infochopin.pl/en/artykuly.
The Polish government has invited the global community to celebrate the
php/1/
200 anniversary of the great composer Chopin by proclaiming 2010 as the
Year of Chopin. A year of music. http://en.chopin.nifc.pl/institute/

Chopin is one of those rare artists who’s music never lost its edge or capacity http://www.chopinmusic.net
to be relevant. Deeply emotional, his work has been kept alive by the likes of:
http://www.guardian.
Ella Fitzgerald, Louis Armstrong, Frank Sinatra, Barbara Streisand, Sammy
co.uk/music/2008/jul/27/
Davis Jr, Gazebo, Donna Summer, Barry Manilow, Deadmau5 and many more.
classicalmusicandopera.genetics
From motion picture movies to documentaries, video games and advertising,
Chopin continues to be part of pop culture today.
For the younger generations Chopin is an unknown name. He is somebody
their grandmas like, he wrote classical music, which means only one thing: his
music is old. What many millennials don’t realize is that the soundtrack of their
X-box game was actually written two centuries ago by Chopin; or that the intro
of Deadmau5’s song “Moar Ghosts ‘n’ Stuff” in their i-pods is referenced directly
from Chopin’s Piano Sonata 2 in B Flat. “Classical” in its core meaning doesn’t
mean old, it means that something has survived the trends, style changes
and judgements of the times. In our consumerist world Chopin’s music has
proven to be still in high-demand and it’s only fare that in the wake of his
200 anniversary we give him the status he deserves: a modern-day celebrity.
Even after so many years he is still an inspiration for artisits all over the world,
an influencer who can top charts, start trends and build social networks with
followers in the millions.
THE PROJECTf
Today music and sound travel with us everywhere we go. MP3s, smart phones, In this project you’re asked
i-tunes and YouTube, we live in the era of self-broadcasting, reality shows, to change the perceptions
uploads and downloads, streaming videos and podcasts. We listen to our about Chopin from being
favorite radio stations at work or on the train, and we have full control of when, a no-known name of a
where and how we introduce sound into our environment. boring, classical composer
to a cool, interesting, music
We are an auditory creatures who can visualize music, interpret speech through
genius who’s work can be
sound and convey feelings through the highs and lows of music harmonies.
still relevant, influential and
In broadcasting, advertisers use sound and music to persuade or change popular.
people’s perceptions.

TARGET AUDIENCEf
GEN Y (18-35)
Urban, young, open-minded, culture-driven people who are not afraid to
make a statement, have unique personal style and strong point of view i.e.
influencers, trend setters. Constantly online and hard to influence through
traditional advertising, they establish their own reference groups and are
socially active 24/7.
HUFFINGTON POST: “The young tastemakers who are leading the culture away
from a racially obsessed society are the members of what we have dubbed
“Verge Culture” They are the growing group of influencers made up of the first
generation to have grown up with the internet and they hail from all races and
backgrounds but refuse to be defined primarily by race and reject the old labels
that are still hyper-focused on by many in the mainstream. It is “Verge Culture”
that shops at my website and makes up my friends and contemporaries. It is
a cut and paste culture tapping a convergence of tastes and styles gleaned
globally through the web, mashing them up and making them their own. They
communicate digitally, are socially progressive, and are the most tech savvy
people on the planet, their musical tastes and interests are as broad as they
wish them to be.” Greg Selkoe, founder & CEO of Karmaloop.com

MAIN OBJECTIVESf
THE ASSIGNMENTf
• To change the perception of
With modern-day technology and the new ways of distribution in mind, create Chopin as a boring, irrelevant
advertising spots that will appeal to 18-35 year olds. Based on your research and and old fashioned to hip, and
knowledge of the target audience, use unconventional approaches and non- popular in the group age of
standard forms of marketing communication: viral marketing, publicity stunts 18-35.


(think how visuals or actions can triger sound), guerrilla marketing, etc. to bring
• Create a campaign that will
awareness and popularize Chopin as a modern day music star.
bring awareness by using
Consider using contemporary music styles to interpret and speak about his unknown facts about Chopin’s
music (rap, hip-hop) and find new venues where his music can be used in a personal life and work, while
memorable and exciting way. respecting the integrity of his
music genius.
You can consider creating: an audio PSAs that can be used at bus stop shelters
or in clubs; partner with popular store chains to use Chopin in their retail
environments (utilize the fitting rooms); use big events like concerts or football
games to promote his music in a new fun way; direct mail pieces that can
include music (like music greeting cards)... The main point is: make something
you would want to experience and promote yourself, something that can break
stereotypes and inspire word-of-mouth.
CONTEMPORARY VIEWS OF CHOPINf
“Emigrates at 20.” | “Is incredibly successful in the Asian markets”. | The Japanese love him more than Poles do. | “Has a soft
spot for women”. He was in love with someone all the time. | “He likes to play pranks”. | He was famous for his impersonations, he
played practical jokes on his friends pretending to be somebody else. | Modern day metrosexual. He had his own hair stylist, tailor,
shoemaker. He kept up with the fashion, made use of cosmetic inventions, paid attention to his physical attractiveness. He also
had certain personality features usually considered as feminine, such as sensitivity and gentleness, warmth and empathy. | “He is
a shopaholic”. He would spend incredible sums of money on rather useless things. | “He loves to promote himself” , e.g. he would
never leave home without white gloves, he always had to have violets at home. | “He spends money like water”. | He would invite
all his friends to the theatre and later to hang out in restaurants and would pay for everybody. | “He likes partying”. He would throw
parties at his house and got invited over by the greatest artists and aristocrats of his time. | “He is the life and soul of a party”. No
banquet, no social gathering can take place without him. | “He just loves shopping”. It is one of his favorite pastimes, could not
resist when he saw something interesting, which in his case were clothes, furniture, valuable home accessories. | “He can’t stand
rudeness”. He was very kind, subtle, sensitive. | “Hot-tempered”. He could break chairs when he got mad at a student. | “He is a
rule-breaker”. | His music defied conventions. It could be said that he created alternative music. | DEFINE CHOPIN FOR YOURSELF

EXPECTATIONSf EXTRAf
Awareness and intrigue. Show Chopin’s bohemian side and Chopin’s real life was totally different
exceptional talent as a composer who broke many rules and from the widely known biography taught
conventions. He should be introduced as a celebrity of his at school. The “textbook” Chopin is a
time who was a music genius with eccentric tastes, interesting misery gut, bore, tuberculosis sufferer
personality, and choice of lovers. Young people, especially the ones and a genius. The tuberculosis he must
with creative music bent, have to see reasons to like him and be of gotten, because of his lover George
able to internalize him. Inspire brands and companies who closely Sand who was a heavy cigar-smoker.
monitor this demographic demands and tastes to use Chopin in When in fact Chopin was very different.
their products and advertising.
He was funny and very artistic. He
examples could of have a successful career as
a mime, impressionist, caricaturist or
• cell phone companies using Chopin ring tones
a satirist. He was very romantic and
• Chopin in fashion, clothing/t-shirt designs capable to love deeply. He loved music
and cared less for the rules. He travelled
• TV programs like American Idol or SYTYCD to feature him in their
a lot and surrounded himself with other
shows as a lead artist
artists and many interesting people. He
• competitions sponsored by big brands for best interpretation of loved to party, dine with friends, flirt and
Chopin’s music spent money. He was vain and loved
fashion. Hot tempered and passionate,
nothing went wrong for him, except for
DELIVERABLESf his love life, he never married, but was
always in love.
Requirement: write and produce a 60 sec radio spot that can be
split into 15 and 30 sec shorter versions
Extra Credit: Based on your radio spot create a series of YouTube
videos; podcast or other innovative applications that use audio
for promotion.
 “Simplicity is the highest goal, achievable
when you have overcome all difficulties.”

CHOPIN

MORE LINKSf

http://www.chopinproject.com/

http://www.nytimes.com/2007/12/30/arts/music/30tomm.html

http://en.chopin.nifc.pl/institute/

http://xbox360.ign.com/objects/761/761569.html

http://manrecorder.manrecordings.com/2009/04/dj-amazing-clay-goes-chopin/

http://www.independent.co.uk/arts-entertainment/classical/features/frdric-chopin--a-very-tainted-
genius-1833696.html
http://www.guardian.co.uk/music/tomserviceblog/2008/jul/30/howdidchopindieitmatters

http://www.guardian.co.uk/music/2003/may/10/classicalmusicandopera

http://www.ocve.org.uk/content/links.html

http://www.noneofusarefree.org/the-film.html

http://www.youtube.com/watch?v=dxwjOB0PZGU

http://www.youtube.com/watch?v=uacOuR13Qjk

MOVIES TO SEEf

IMPROMPTU (1991) DESIRE FOR LOVE (2005) A SONG TO REMEMBER (1945) NONEOFUSAREFREE.ORG