Released in 1867, Henrik Ibsen’s Peer Gynt and its score - written by the legendary composer Edvard Grieg - remains one of the world’s most recognisable plays.
Our task was to mark its 150th year by bringing it to a whole new generation while simultaneously shining a light on Norway’s broader cultural offer. To achieve this, we invited four up-and-coming musicians to produce their own tracks inspired by the original Grieg compositions, in a very Norwegian culture clash.
Playing on the unexpected links between classical and contemporary music we designed a social strategy and produced a series of films capable of starting a journey of discovery. The campaign ran in the US, UK and Germany.