Symphonologie
The challenge
Accenture launched Accenture Strategy to better compete with the major strategy consultancies. However, in year 1, they saw that they were not able to drive awareness of the new business in France among C-suite clients - which unfortunately was where our CEO was located!
To address this, we first narrowed in on Accenture’s differentiator - that when you can combine deep business acumen with extensive technology delivery expertise (what the others lacked), you get a completely new type of strategy.
But to cut through preconceived notions of Accenture, we knew we needed to go beyond messaging. We needed to show, not tell.
The idea
We created Symphonologie, the first-ever original symphony co-created by humans & AI.
It was played live in front of 800 C-suite clients by a 50-piece orchestra inside the I.M. Pei pyramid in the Louvre and was streamed live globally.
Not just a beautiful listening experience in a historic building, it was a truly multi-sensory experience with real-time visualizations linked to each musician’s instrument, moving as they played on a massive backdrop behind the orchestra.
How did we do it?
Accenture worked in partnership with DigitasLBi, an AI coder from Brooklyn, a well-known French movie score composer and a top knotch data visualization partner to bring this to life.
The AI Coder’s algorithm read business articles from French media publishers and derived it’s sentiment. From that it generated a melodic theme.
That was then passed to our composer who then scored the symphony from the melody, putting his unique twist on it.
Then he collaborated with the data visualization team to understand how as the music plays in real-time it would impact the design.
Hear how the music progressed from AI->Orchestral piece
Our AI coder, Hannah Davis
Our composer, Mathieu Lamboley
Our data visualization partners, Rare Volume
The results?
The 800 clients that watched it live loved it of course. But almost 50,000 people watched the on-demand performance and making-of videos. In addition, the cut down was a key asset in pitch decks for our sales teams which helped crystallize the differentiated positioning into why Accenture for clients.