Epicgram - B Classic | Clapboard Ad Archive

Epicgram, the 2016 digital campaign from DDB for B Classic in Belgium’s Recreation and Leisure sector, set out to recast the appeal of classical music for a digitally native audience by transforming ordinary smartphone videos into cinematic experiences—quite literally, elevating the moment with the gravitas of history’s greatest composers. Anchored by the launch of the Epicgram app and executed in partnership with music label Outhere Music, the campaign invited users to add slow-motion video effects and overlay them with curated classical music tracks, reframing the humdrum world of user-generated content as a stage where the everyday becomes extraordinary. Rather than selling festival tickets or records via conventional persuasion, Epicgram took a cultural route—spotlighting the emotional depth and cinematic resonance that classical scores can bring to even the most mundane scenes, like a spilled cup of coffee or a stroll through the park. This strategy sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit taxonomy, using the unmistakable drama of slow-motion visuals and the emotional shift triggered by orchestral works to exaggerate the promise of the product: your life as epic movie moment. The app was deftly positioned for widespread uptake with seamless download links for both iPhone and Android users, ensuring accessibility for a connected youth audience while reinforcing B Classic’s credentials as an innovator at the intersection of music, lifestyle, and technology. DDB’s creative leveraged digital culture’s fascination with filters and enhancement—usually reserved for image beautification—and applied it audaciously to sound, reframing classical compositions as dynamic tools for emotional amplification in personal storytelling. Ultimately, Epicgram’s blend of high culture and contemporary digital formats fostered a growing community of young creators who found new relevance in orchestral music, refracting B Classic’s brand through the lens of viral shareability rather than institutional formality. Clapboard rates this campaign 63/100. For the industry, Epicgram stands as compelling evidence that classical music’s enduring emotional impact can be brought closer to the digital generation when brands are willing to experiment with new symbolic languages and participatory technology.