Yes! launches casting campaign for GKMV

In the summer of 2023, brass music will play first fiddle in Graubünden. For the Graubünden Cantonal Music Association GKMV, the Chur-based agency Yes! Creative Digital Marketing launched a cross-media campaign with a casting as its centerpiece.

The GKMV comprises the 95 brass bands and youth bands of Graubünden. In order to push the recruitment of young musicians and members and to strengthen the image of brass music in the public and especially among young people, Yes! Creative Digital Marketing from Chur launched a large-scale cross-media campaign for the GKMV. "Young people should see that brass music is anything but antiquated," explains project manager Shirin Luchsinger.

The main idea of the campaign is the casting for a "GKMV All-Star-Band", the leading figure of the campaign is the 24-year-old singer Chiara Jacomet from Grisons. With a strong media presence, Jacomet spent six weeks looking for enthusiastic brass musicians for a "GKMV All-Star Band", the "Caprihorns". The "goodie" for the winners of the auditions is to record a song together with Chiara, which the Swiss singer Nickless has written exclusively for the Caprihorns.

Jacomet adorns the campaign's key visual, the color scheme is colorful and bold, and the general look and feel is dynamic with clear, concise typography. Interested parties could sign up via Instagram, TikTok or via the specially created project website. Caprihorns.ch apply.

To accompany the casting, Yes! created varied content for Instagram and TikTok to get followers excited about brass band music. The cross-media campaign has been running since the beginning of June and is mainly distributed via social media. It is also accompanied by display and video ads as well as a broad OOH/DOOH campaign.

The casting is now complete and the eight members of the Caprihorns have been determined. Yes! presents them every Friday on Instagram and Tiktok.


Responsible at Yes! Creative Digital Marketing: Richi Brändli (Concept), Dominik Kurmann (Art Direction), Shirin Luchsinger (Project Management, Development), Erina Dvorak (Campaign Management), Elisabeth Duis (Social Media, Creative Design), Mena Dressler (Text). Photoshoot, styling: Nicola Dutoit (vonda.ch photography), Sarah Casault (styling).

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