When you save lives, you preserve possibilities.
Pfizer created the first COVID-19 vaccine but false news and disinformation spread faster than the virus. If people won't listen to health experts, make them listen to something else -- music. We developed Mozart’s Lost Symphonies (a.k.a. Mozart 80), a campaign that took inspiration from Wolfgang Amadeus Mozart, a musical maestro who died from an epidemic when he was only 35 years old. We brought back the possibility of more symphonies from Mozart if vaccines were available to let him live a full life.
Campaign
Experiential & Social
Clients
Pfizer China
Year
2020
A neural network was fed all works by Mozart and other pieces done in his style, and the musical genres that were popular during the 1800s. After feeding data to the network, AI was able to predict the next kinds of compositions he would have come up with if he were able to reach his 40s, 60s, and 80s, and produced piano pieces based on all the information. The piano pieces were turned into symphonies by a world-renowned composer and performed for the first time by the Shanghai Philharmonic Orchestra at the Shanghai Symphony Orchestra Concert Hall.
Awards:
-
2021 Cannes Lions International Festival of Creativity, Bronze
-
Shanghai International Advertising Festival 2021, Grand Prix, Gold
Featured on:
Campaign Brief Asia, BestAdsOnTV.com, Adobo Magazine, Fierce Pharma, Xinhuanet, CCTV, China Daily, The Paper, and more.
