The Accademia Nazionale di Santa Cecilia is one of the oldest musical institutes in the world. Officially founded in 1585, today it is a symphonic concert academy of international fame and can be found in the Auditorium Parco della Musica in Rome. If a fresh wind blows through the Santa Cecilia 2012/2013 season, then the icons of classical music will also be swept up. To give voice to a season of concerts characterised by the presence of young directors, unconventional composers and less traditional works, The Kids Road created and produced a campaign showing the most noted composers dishevelled by a wind blowing through the academy’s halls. A concept was created around the idea of a wind that ruffles the heads of composers such as Beethoven, Mozart and Verdi, or of Maestro Sir Antony Pappano, or even of general music lovers, during moments of everyday life. This campaign was visible in the newspapers, on posters throughout Rome and also included a television spot shown mainly on the Mediaset and Sky networks.