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Montreal Symphony Orchestra conducts synesthesia campaign

The Montreal Symphony Orchestra has begun a new advertising campaign in support of its 2018-2019 program. Developed by K72, the initiative uses as its theme the mixing of music with colours. The campaign includes print, outdoor, video and digital advertising depicting the music of the orchestra as perceived by a person with synesthesia, the mixing of two or more senses.

"We wanted to create imagery that would give real meaning to the concept behind the campaign, that is, to see music," said Simon Beaudry, creative director at K72. "The tool allowed us to translate all of the subtleties and complexities of these major works, and to express their richness with an explosion of colour."

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