Although Fryderyk Chopin’s music is loved, the contemporary
audience does not relate to him. He belongs in a museum with the
parade of gold framed “Polish Greats”. But to catch a sight of real
Chopin one has to strip the frame and see who he really was: rule
breaking musical genius, seducer of women, socialite who loved to
laugh, party and play pranks on his friends.
The *Real Chopin campaign is such a prank - Chopin disappears The campaign aims to take Fryderyk Chopin out of the frame and the streets with gold frames and claim every Chopin’s monument or
from the gold frame and leaves short message behind. The mes- pull him off the pedestal. For the first time, people will see who the memorial place in Poland. As with all ambient media, positioning
sages are based around the unknown facts about his character and real Chopin was - a musical genius but also a person with vices and the pieces play an important role /suggestions follow/.
lifestyle. The style of communication is contemporary and quite radi- virtues that were exceptional for his time.
cal, which aims to address the target audience. The typeface used PRODUCTION:
is Brushed. The style of it supports the idea of a personal message The *Real Chopin campaign is an ambient media campaign that where possible printed message should be framed in a real frame
and the non-official language. intends to replace all existing images of Fryderyk Chopin, shower (second-hand or inexpensively produced from polystyrene moulds)
*Real Chopin /replace indoors/
*Real Chopin *Real Chopin
Replacing portraits in: museums, galleries, government institutions,
schools, universities and such
*Real Chopin /indoors/
Places where the target audience is likely to spend their free time
like: cultural centres, town halls, foyers of hotels, theatres, trendy
bars, clubs, music shops, cinemas, music venues
*Real Chopin /outdoors/
Targeting walls of relevant buildings in town centres.
*Real Chopin /monuments/
To further emphasize the message behind the *Real Chopin
campaign Chopin’s statues throughout Poland are stylised.
*Real Chopin /outcome/
Next time the public sees an image of Chopin they will ignore the
gold frame. They will not only see the musical genius but moreover
an unconventional character with a strong personality, a great dose
of humour, a lover, ladies’ man and socialite.