As part of Harvard Pilgrim's "Count Us In" campaign, Hill Holliday brought back to life and branded a vintage installation in a Boston subway station that lets passengers traveling in opposite directions make music--but only if they work together.
Signs ask people to simultaneously pull on levers attached to walls on the inbound and outbound sides, and when they do, hammers and chimes hanging along the tracks will create music.
The permanent installation is better known as Kendall Band, a three-piece work created by Paul Matisse, grandson of Henri Matisse.
"It was sort of a local landmark that had fallen into disrepair," said Hill Holliday CD Tim Cawley. "The handles were part of the original design and functionality, but they were literally boarded up when we went to first visit the site. When we were thinking about an environmental/ street -level/ participatory execution of the campaign, we thought about building something from scratch, but one of our team members rides that subway line and thought this might be a good fit. Plus , it was on the 'red' line which is Harvard Pilgrim's brand color. It was meant to be."
Cawley added the Harvard Pilgrim will be funding the installation's future upkeep. The installation itself, as well as Harvard Pilgrim's continued support of it, is another example of the "teamwork" theme apparent in the campaign's TV spots, which utilized found footage to promote the idea that "Amazing things happen when people work together."