Opera Australia and DDB Melbourne explore new direction
CAMPAIGN BRIEF | 24 JUNE 2019
Australians love a bit of drama. Why else would shows like Married at First Sight be popular? Even our daily news is sensationalised to appeal to our lust for fuss. And drama is something the opera has in spades. The stories are filled with great passion, sorrow and tragedy. So, if you love drama, you’ll love opera.
Opera Australia and DDB Melbourne together are tapping into Australia’s innate love of drama in their latest campaign.
The campaign, which promotes the arrival of ‘Rigoletto’ and ‘Turandot’ in Melbourne, was designed to dramatise the emotional and joyful experience the opera can offer and appeal to a wider, contemporary audience.
Both the social films and radio spots talk to everyone out there who loves drama, concluding with an invitation to experience the opera themselves.
Their humorous approach was new territory for Opera Australia. After all, you wouldn’t think Rigoletto and the concept of catfishing would ever appear in the same sentence.
To support the social films and radio spots, comedian and TV writer Rosie Waterland was invited to review a Rigoletto performance. Well-known for her hilarious recaps of The Bachelor, Waterland’s funny and honest reviews positioned the opera as the original home of drama.
Read more on Campaign Brief.