Year:
2025
BRD has been the main partner of the George Enescu International Festival since 2023. For the 2025 edition, Glitch built The Original Superstars, a campaign that reframes the great classical composers as what they always were: the first celebrities, the first rebels, the first icons. Before pop had popstars, classical had Enescu, Bach, Mozart, Beethoven, Liszt, Ravel, and Wagner. The campaign puts them back on stage, not behind glass.
Campaign Concept
The distance people feel from classical music is not about the music. It is about how we were taught to see its creators. Untouchable geniuses. Names on marble plaques.
But Bach, Beethoven, and Mozart dealt with the same things everyone deals with. They overspent. They had difficult parents. They fell in love with the wrong people. Wagner was the original anti-hero. Liszt was a popstar before pop existed. Beethoven composed music he could no longer hear.
The Original Superstars pulls these stories into the present. Not by modernising the music, but by rehumanising the musicians. The voiceover was written as a festival announcer introducing headliners at a rock concert. Sașa Lazăr’s illustrations portray the composers with the saturated boldness of concert posters, not museum portraits. The lines play off pop culture: “Shopping addict? Mozart was too.” “Can’t hear the haters: Beethoven.” “Heartbreak Hotel: Chopin’s actual address.”
The campaign covered OOH and transit media across Bucharest, digital and social, video spots voiced as rock festival announcements, and a campaign site at fundatia9.ro/festivalulenescu designed by Glitch with composer bios, a Star Style section with Maurice Munteanu and Domnica Mărgescu, editorial content from Scena9 and Școala9, and two Spotify playlists curated by Bogdan Theodor Olteanu and Ana Băncescu.
It also introduced Enescu în Control, a new concert series bringing classical and experimental music into Club Control for four Wednesday nights during the festival. Glitch handled all communication for the series.
BRD Culture
The Original Superstars is the second major campaign Glitch has built for BRD’s cultural platform, following Cultura Ne Deschide. Together, they have turned BRD’s cultural presence from sponsorship credits into a recognisable cultural voice. Not a logo on a poster. A platform with ideas in it.
Credits
The BRD Original Superstars project is a landmark example of how Glitch Studio approaches brand strategy for commercial clients with cultural ambitions. It required the same conceptual rigour we apply to social and self-initiated work, combined with the communication precision that major campaigns demand. For similar projects and thinking, explore our full portfolio or visit the Glitch Library for the design references that shape our approach.
Creative direction
Dan Stănescu
Strategy
Sonia Panait
Project management
Domnica Stuparu
Graphic Design & Art Direction
Andrei Nicolescu
Maria Popescu
Illustrations
Andrei Nicolescu
Animations
Studio VÂNĂ
