Project type: Campaign, social media, marketing
Brief: 'The Start' Brief, Design Bridge & Partners
Date: 05/2025
Group: Robyn Mackenzie
This brief required us to take a brand (London Symphony Orchestra), an issue (climate change) and an audience (millennials), and create a campaign or response to address the issue. We developed a series of events aimed at engaging millennials with the climate crisis in an approachable way, using sound waves and climate-conscious music as a vessel.
Resonance is an initiative for change
This speculative project, which was completed in my final term at university, is a campaign that is distributed by LSO to engage young people with the climate crisis in new ways.
The campaign consists of 12 concerts across 12 months, featuring climate-conscious artists like Aurora, Muse, Fatboy Slim, Bastille, Ludovico Einaudi and Radiohead. The events feature live, sound-reactive sound waves that move according to the sounds of our changing climate (falling trees, melting glaciers, burning wildfires).
Communicating to millennials
Career-driven millennials were our key target demographic, so our touchpoints were catered to where they frequent and interact—both digitally and physically. A great deal of our awareness stage of marketing was social media advertising, specifically utilising collaborations and partnerships with existing climate influencers and activists. We also created a lot of out-of-home materials, targeting public transport and urban areas, where commuters spend a lot of time.
Right: One of the OOH billboards with a live, sound-reactive graphic that represents the sounds around it. This is part of the awareness campaign—the initial hook that gets people thinking 'Why is that moving?'
