The European Commission was looking for a unique way to celebrate Europe Day and commemorate the 250th anniversary of Beethoven’s birth. And we found it! Basically we realised that hardly anyone knew that Beethoven’s Ode to Joy is the official anthem of the EU, so we created a campaign centred around this fact.
Our initial idea was to do a street action, but because of the coronavirus outbreak, we had to change it using our creativity. So we moved our idea to the online world. We used social media to encourage people to play the Ode to Joy with whatever instrument they had at hand and share it on Instagram and that way we also made the confinement a bit more bearable.
In just 3 weeks of the campaign, we reached more than 3 million people and obtained 11,000 interactions. More than 70 people from all over Spain participated in the challenge, using a wide range of instruments (including glasses of water). From all the participants, we chose the best 25 and invited them to attend Beethoven’s 9th Symphony concert at the Palau de la Música.