Impossible Orchestra

Every day 2.6 million unpaid Australians face the seemingly impossible task of caring for their disabled children, ageing parents and partners, nonstop, 24 hours a day. With no media budget, our task was to tell this story.

THE IDEA
We challenged 260 of Australia’s finest classical musicians to achieve the impossible feat of playing nonstop for 24 hours in Australia’s premiere concert hall. But the concert was about more than music. During the event, carers and those they cared for were rotated in and out of the orchestra as guest musicians and conductors. Brutally honest and moving short films about individual carers were shown during the event, with the orchestra providing a live score. 
Many of the musicians themselves were also carers, and also told their stories throughout the 24 hours. The entire concert was to become a living celebration of the difficult yet beautiful and ultimately human act of caring.

For those who couldn’t attend the 24 hour concert in person, the entire event was streamed live online for the full 24 hours on the Impossible Orchestra mobile app, Facebook, Youtube and the Care Aware website. Played in front of 6,500 people, we managed to reach 13.4 million Australians and an international audience in over 40 countries with a message that they hadn’t heard before. The concert became a unique social media experience with the #impossibleorchestra trending on twitter in Australia during the event.

To help promote the campaign, we enlisted the help of Australia’s Prime Minister, our Head of State the Governor General and two Federal ministers. We found 20 of Australia’s top celebrities to lend a hand and to play a role in the orchestra. The campaign was hailed by the editor of Australia’s premier marketing blog Mumbrella as “The most beautiful, powerful and sensitive advertising idea he had ever seen”

THE RESULTS
13.7 million Australians reached (60% of the population)
40 Countries watched online
6,500 people attended the event
Trended number 1 on Twitter
Coverage on 217 news outlets
35% increase in awareness of caring as an issue
Endorsement by the Prime Minister of Australia
All with $0 media spend

 

IMPOSSIBLE ORCHESTRA CASE STUDY VIDEO

 

CARER SHORT FILMS
During the event, carers and those they cared for were rotated in and out of the orchestra as guest musicians and conductors. Carers Martin, Len, Courtney, Sophie and Dianne shared short films that provided an emotional and raw glimpse into the everyday experiences of carers. Launched on the Care Aware website and shared online via social media, facebook and youtube these short films recognised that we are a nation of carers. We just don’t know it.


MARTIN’S STORY SHORT FILM

Martin has had to stop work so that he can care for his wife Maggie and their children.

 

LEN’S STORY SHORT FILM
Len lives in an Aboriginal community outside of Warnambool in Victoria and cares for his daughter Lurpeen.

 

COURTNEY’S STORY SHORT FILM
Courtney and her brother are young carers for their mother. Courtney juggles her caring role with school and part-time work.

 

DIANNE’S STORY SHORT FILM
Dianne shares her experiences caring for daughter Lauren who has autism.

 

HAMER HALL MELBOURNE
The Arts Centre Melbourne’s Hamer Hall hosted the Impossible Orchestra 24hour concert. Melbournes premier concert venue is home to the Melbourne Symphony Orchestra and the preferred Melbourne performance venue for the Australian Chamber Orchestra. The venue seated 2464 people over 8 sessions.

Impossible Orchestra Hamer Hall Patrick Baron

 

EVENT POSTER

Impossible Orchestra Poster Cello Patrick Baron

 

EVENT SIGNAGE LOGO & DESIGN
 Patrick Baron Impossible Orchestra Interior Banner Patrick Baron

 

24 HOUR LIVE COVERAGE
We filmed the entire event and the webcast was picked up in over 40 countries. The concert was streamed live online for the full 24 hours on the Impossible Orchestra mobile app, Facebook, Youtube and the Care Aware website. Reaching 13.4 million Australians and an international audience in over 40 countries.

Impossible Orchestra TV Camera Patrick Baron

 

Patrick Baron Impossible Orchestra Camerman

 

CONTROL & PRODUCTION ROOM

Patrick Baron Impossible Orchestra Control Room

 

LIVE ONSTAGE 24 HOUR BROADCAST DISPLAY

Patrick Baron Impossible Orchestra Screen

 

CELEBRITY GUEST CONDUCTOR
Josh Thomas & Charlie Pickering

Impossible Orchestra Josh Thomas & Charlie Pickering Patrick Baron

 

CELEBRITY GUEST CONDUCTOR
Shaun Micallef

Impossible Orchestra Shaun Macallef Patrick Baron

 

CELEBRITY GUEST CONDUCTOR
Colin Lane

Impossible Orchestra Celebrity Patrick Baron

 

IMPOSSIBLE ORCHESTRA BACKSTAGE
Musicians spent 24 hours backstage together, sleeping, resting, drinking coffee, tuning their instruments, preparing, tuning or just chatting amongst old friends.

Impossible Orchestra Hamer Hall Viloinists Talking Patrick Baron

 

Impossible Orchestra Hamer Hall Violinist Coffee Patrick Baron

 

Patrick Baron Impossible Orchestra loosening Up

 

Patrick Baron Impossible Orchestra Makeup

 

Patrick Baron Impossible Orchestra Walking On

 

Patrick Baron Impossible Orchestra Musician Rotation Schedule

 

Patrick Baron Impossible Orchestra Sheet Music

 

Patrick Baron Impossible Orchestra Conductor

 

Patrick Baron Impossible Orchestra Violinists Playing

 

Patrick Baron Impossible Orchestra Back Rub

 

Patrick Baron Impossible Orchestra Crutches

 

Impossible Orchestra Hamer Hall Sleeping Bent Patrick Baron

 

Impossible Orchestra Exhausted Violinist Patrick Baron

 

Patrick Baron Impossible Orchestra Batman

 

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