Japan Philharmonic Orchestra was suffering from a growing lack of interest in classical music. The orchestra with its agency I&S BBDO have been seeking a new idea that will make people understand why classical music should exist. Most of us have experienced how music can change the way we feel. Thus, I&S BBDO decided to prescribe classical music through different music pieces packaged like prescription drugs with colorful memory chips in small envelops for different “symptoms”. The Japan Pill-Harmonic treatment has become a new consumer touch point for classical music and a new way to attract people to classical music
