“Reserved. A place worthy of your talent,” unveiled the new Saint Louis advertising campaign

Saint Louis College of Music‘s new advertising campaign, designed by two students from the RUFA – Rome University of Fine Arts during thePlena Hackathon, tells with essential images and a powerful claim – “Reserved. A place worthy of your talent ” – the school’s mission: to offer every young musician a musical training path capable of growing talent and transforming passion into a profession.

A reserved place, on the stage

The lights come on, the audience is in the stalls, the stage is set up: a piano, a guitar, a drum set, a microphone, a music stand and a drumstick. The instruments are ready, but the musician has not yet taken the stage. The moment before the curtain opens is like a held breath.

From this suspended atmosphere comes the new Saint Louis College of Music campaign, in which anticipation is transformed into an invitation to take the stage and take one’s place in the world of music. As the claim of the new advertising campaign states, “Reserved. A place worthy of your talent.”

Behind this idea are Giulia Cecchini and Andrea Camaioni, RUFA students and winners of thePlena Hackathon, a 48-hour marathon dedicated to creativity. During the event, communication and design students from Plena Group schools got involved, designing advertising campaigns for each of the entities that make up the network: CIELS Campus, Ferrari Fashion School, SPD Scuola Politecnica di Design, RUFA and Saint Louis College of Music.

Over two days of intensive work, multidisciplinary teams turned insights and visions into communication projects, guided by faculty and industry professionals. Out of this atmosphere of collaboration and healthy creative competition came the winning campaign created for Saint Louis.

From concept to campaign

The concept stems from a simple idea: to represent music through what has yet to happen. “We chose to show instruments ready on stage, but without the musician being present,” tell Giulia Cecchini e Andrea Camaioni, “so that those who observe the image can recognize themselves in that wait and feel that that place is reserved for them, for those who dream of making a living from music.”

“Reserved” is a word that encompasses care, value and recognition. “A place worthy of your talent” is what Saint Louis offers with its outstanding music education, internationally renowned faculty and opportunities for professional growth.

A message that tells the vocation of the AFAM Institute: to give voice to talent and accompany each musician in finding his or her own path, the one that reflects one’s style and allows one to express his or her personality through music.

Valuing talent, every day

Enhancing every musical talent, at Saint Louis, means offering each musician the tools to grow artistically. It is a path in which academic training is constantly intertwined with production and direct experience on stages, in professional settings.

In courses in Jazz, Pop, Songwriting, Electronic Music, Composition, Applied Music, Sound Technician and Classical Music, students work alongside internationally renowned faculty and artists. In addition, Saint Louis is also a center for artistic production: it has conceived and promotes residencies, festivals and contests such as Playing Memories, European Jazz’s Cool, Jammin’ and Game of Chords, supports the production of EPs and video clips of students’ best unreleased songs by publishing them with its record labels, participates in numerous international and interdisciplinary projects involving students, teachers and music industry professionals.

“Making room for talent means creating real opportunities for growth, comparison and experience. This is how training becomes artistic life” says Stefano Mastruzzi, Saint Louis education director.

The same hackathon sponsored by the Plena Group, from which the new advertising campaign was born, represented a virtuous model of collaboration between institutions of excellence in the field of artistic and creative education. “The synergy among Plena Group schools stems from the desire to share visions and expertise to build innovative educational paths in the field of creativity together, and this is the value that the Saint Louis campaign perfectly expresses“, comments Nicola Cirilli, CEO of Saint Louis and Chief Operating Officer of the Plena Group.

It is in this continuous dialogue between classroom and stage, between studio and real world, that Saint Louis shapes each musician’s musical talent. As the campaign images tell the story, the stage is set. The instruments are just waiting to be played by those who choose to take their place and build their future in music.