Promotional Video for Volkswagen Culture Sponsorship is invisible. Until someone tells its story.
Volkswagen Kultur supports the Grafenegg Academy Orchestra. The film brings this commitment to life through Jia Cao, a cellist from Shanghai, who describes how musicians from over 25 countries come together to form an orchestra in just two weeks.
A portrait instead of a sponsorship slide
In many companies, cultural engagement is represented by a logo on a poster. Volkswagen Kultur wanted more: to show the concrete impact of its support for the Grafenegg Academy Orchestra. To do so, the film takes the most direct approach: a portrait.
Jia Cao, a cellist from Shanghai, takes us through her two weeks at the academy: living together in cottages, five to six hours of rehearsal a day, and the moment she hears the sound of Vienna for the first time. Anyone who listens to her understands what the sponsorship makes possible, without anyone having to say so.
Why a Single Face Tells More Than an Orchestra
An orchestra made up of musicians from 25 nations is an impressive number, but numbers don't move anyone. The film therefore focuses on a single perspective: Jia Cao describes how differently orchestras sound on different continents, and what happens when people who don't know each other have to find a common sound.
This is how Volkswagen’s commitment to culture takes shape: It creates the space where this encounter takes place. The film doesn’t have to state it. You can see it.
“Everything comes together when the sound is so beautiful. It’s like being in heaven.”
Seen in the film
Jia Cao introduces herself: a cellist from Shanghai, trained in the U.S., and a member of the Grafenegg Academy Orchestra. She talks about the orchestra, which includes musicians from over 25 countries, about living together in the cottages, and about the intensive rehearsal schedule featuring four programs in two weeks. And she talks about the moment that makes it all worthwhile: when the sound becomes so beautiful that it feels like heaven.
01 · On my way to rehearsal with my cello
02 · Four programs in two weeks: the rehearsals
03 · Living Together at the Academy
04 · On stage
What ROCC Film has taken on for Volkswagen.
The editorial content was provided by rethink everything, and the film was produced by ROCC.
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