The Helsinki Music Centre was opened in August 2010. Standing at a crucial location in downtown Helsinki, the modern music venue was however lacking something. Something classic that was originally supposed to be in the concert hall from the very beginning.
The instrument was not built earlier due to financial reasons. Now, however, after several rounds of discussion, getting a world-class organ in the house has become reality. Thanks to a donation of one million euros by a Finnish composer Kaija Saariaho,
Saariaho’s generosity was followed by further funding from the city, various culture funds and The Music Center’s partners.
So now the bidding and planning has started. The organ is expected to rise in the great concert hall of The Helsinki Music Centre 2021. There is a lot to plan and build before that.
But an organ without music is useless. We want it to be played.
Even the contract made with the financiers includes a clause which demands the organ would be in frequent use once it’s built.
Måndag teamed up with the creative agency Hahmo to design a concept and strategy for a public donation campaign.
Launched in December 2017, #PlayTheOrgan campaign aims to collect 200 000 euros in total. This amount will be used to fund future organ grants, concerts and events. All of which ensure that the new organ will bring joy and world-class experiences to everyone – from Finland as well as abroad. A new organ also provides composers new opportunities.
At the campaign site urutsoimaan.fi, anyone can participate and symbolically purchase one of the upcoming organ’s pipes. The donation products range from 50 to 5000 euros. The donation can be made anonymously, in the name of the donor or – even better – a friend or a family member. Surely a timeless gift to remember!
Urutsoimaan.fi is designed around a fresh and modern look. The site is rich in content and offers clear information on the campaign and organ music in general.
The campaign’s tone-of-voice was designed as down to earth – keeping the theme and project easily approachable. Information on the instrument, its history and current status was communicated through The Music Centre’s social media channels. Other media includes a Spotify playlist consisting of selected pieces of organ music chosen by various experts and artists involved in the project.
The campaign’s look and feel is all about the organ’s prestigious heritage and exciting future – for all of us. Making sure the organ will play out loud and proud for generations to come.