The new season at the Dortmund Concert Hall will start soon. We need a campaign that raises huge levels of awareness for our claim: experience music like never before. And of course – we have no money, so make it cheap.

Set deep in the heart of Germany’s Ruhr region, where hardly anyone is interested in classical music, the Dortmund Concert Hall has to offer something pretty unusual to attract new visitors. So we invented a completely new medium to make our classical music ‘tasty’ to people: milk. Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yield, we played music from selected artists of the new season to them. Asa result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm.