Truth in Advertising: NAC Orchestra 2012-2013 Season Video

When we do work for the National Arts Centre Orchestra, we usually emphasize how amazing it is to experience live music. And with good reason — not only is it a key differentiator for the Orchestra, it has the added benefit of being absolutely true. There really is nothing quite like it.

In marketing terms, this is known as a slam-dunk.

But don’t take our word for it. To launch the 2012-13 Season, we created a video featuring testimonials from actual NAC Orchestra patrons. They speak passionately and in their own words about their love of and connection to live music. They use words like “chills” and “butterflies”, and phrases like “powerful moments” and “brought to tears” — and they mean them.

What’s so special about classical music? It’s timeless. It’s emotional. It’s cerebral. It’s personal. And it can be transformative. Subscriber Ann Ketchenson sums it up this way, “It’s music that was written to be live. And I guess it brings you to life, too… if you listen to it.”

Along with testimonials, the 3-minute bilingual video contains upcoming season highlights. It is also being used on the NAC website, and before each remaining 2011-12 concert to inspire, spark musical memories, and drive subscriptions.


  1. Very inspiring video! Will be that extra nudge needed to convince those on the fence to experience the NAC Orchestra, I'm sure.

  2. I love that font they used in the video. What is it? The colour choice is amazing too. BSL has some talented graphics designers

    1. The font we used in the video is Avant Garde Gothic!