Audio specialist agency Eardrum recruited the services of a geneticist to create the new branding for ABC Classic FM.
Based on the personalities and genetic make-up of Classic FM presenters Noise International created compositions which were later performed by the Australian Chamber Orchestra.
Noise International’s Bruce Heald said: “There was a slightly intimidating yet exciting experimental nature to this project. Classic FM has Australia’s most musically knowledgeable audience and my compositions were being performed by no less than the ACO!”
The refresh is introduced under the campaign slogan ‘Where Music Lives’, signalling the station’s “commitment to bringing music to life”.
Eardrum creative director Ralph Van Dijk said the idea came from the realisation that the station presenters “live and breathe classical music”.
“So I approached a couple of geneticists with the idea of creating music from a person’s DNA. We refined the idea to focus on the visible characteristics, such as hair and eye colour and whether your earlobes are attached.”
The campaign is also offering a personalised composition performed by the Australian Chamber Orchestra to one lucky listener based on their DNA.