Radio Klara Classical Musician Of The Year

Klara Radio, the Belgian classical music station formerly known as Radio 3, has run a national classical musician of the year competition since 2001. Research showed that the radio station was suffering from falling ratings and an elitist, overly serious image. Advertising agency BG&F worked with Radio Klara to lighten up the advertising for the competion, aiming to attract a larger, younger audience and put classical music back into the daily lives of everyday people. The 2006 campaign was the first to use sexual innuendo.

Pianist in Radio Klara TV ad

A pianist is on the stage, playing Chopin’s Nocturne in B flat minor, Opus 9 number 1. A female violinist arrives on the side of the stage. She has the means to distract him. All it takes is the unbuttoning of a blouse… The super: “De Strijd Is Begonnen. MUZIEKPRIJZEN 2006 De Klara Muzik Radio Klara De Cultuuradio”. (The Battle Has Begun. Classical Musician of the Year. Radio Klara).

Click on the image below to play the video in YouTube


The ongoing Classical Musician Of The Year campaign was developed at LG&F, Brussels, by creative directors Christophe Ghewy and Paul Wauters, art directors/copywriters Johan Roelandt and Koen Van Deun, agency producer Sophie Breaks, account supervisor Sofie Hendricx.

Filming was directed by Nicolas Karakatsanis (AKA Sir Taki) via CCCP, Brussels, with producer Heckle/Jeckle, and editor Marc Madelyn.

Music was arranged by Menno Van Riet. Sound was designed at Raygun. Post production was done at Czar.

Violinist in Radio Klara TV ad