Sinfonietta wants to shed elitist image

Hong Kong - Pretentious and elitist, not us says Hong Kong Sinfonietta, which has rolled out a TV campaign to shed this "misconception" and bring classical music to the masses.

The campaign aims to bridge the gap between the mass public and classical music as well as break down people's prejudices that classical music is pretentious and elitist.

Leo Burnett developed a series of three TVCs featuring famous composers Beethoven, Schubert and Mozart to bring out the contrast between their personalities and the stereotypical preconceptions people have.

The campaign will be supported by a series of viral videos that will launch next month.

Connie Lo, executive creative director for Leo Burnett Hong Kong said classical music  is something that should be enjoyed by the mass public, not just a niche audience.

"We hope that this campaign will remind people of the more human side of the composers. Our aim is to make classical music a part of people's lives once more," she added.

Maxus handled media buying and planning for this campaign.

Established in 1990, the Hong Kong Sinfonietta is an orchestra founded by a group of local musicians with a mission to bring music closer to the community.