RCM Concert Campaign – Music Lights the Way


The Royal Conservatory of Music (RCM) engaged Haft2 to provide concept creative, campaign design and final executions for digital advertising and landing page support for Music Lights the Way, an exciting hybrid virtual and in-person event at Koerner Hall.
The campaign goal was to recognize RCM teachers and all the hard work they contribute to the field of music education, to launch RCM’s new Celebration Series Piano Books, and to announce exclusive and exciting offers for teachers.



Working with a tight timeline, Haft2 wanted to establish a clear visual look and feel for the Music Lights the Way concert that could be used in multiple applications: paid social and display digital ads that included video, environmental graphics, email banners, and social tiles.  An opportunity to gather again in front of a stage was the inspiration for creating the campaign look. An animated Bokeh effect that replicates the look of the bright lights behind a performer would act as a background for the various applications needed. Against those slightly blurred points of coloured lights, Haft2 placed headshots of the lineup of internationally acclaimed pianists, creating enticing, clean and modern ads. The bold and blocky text of the Music Lights the Way wordmark drew attention to the name.



The campaign was a resounding success, with over 9,000 people streaming the Music Lights the Way concert. and RCM was delighted to welcome guests back to the historic Koerner Hall Stage. Showcasing internationally acclaimed pianists Stewart Goodyear, Angela Hewitt, Jan Lisiecki and Lang Lang, the night was not one to miss. 

The RCM ‘Music Lights the Way’ campaign comprises a kaleidoscope of palettes that convey celebration and occasion. These colours are used in the soft focus of bokeh lights; while the golden yellow helps to ‘spotlight’ the piano.