NZ OPERA POSTERS

TitleNZ OPERA POSTERS
ClientNZ OPERA
Product / ServicePOSTERS
CategoryB01. Posters
EntrantSAATCHI DESIGN WORLDWIDE Auckland, NEW ZEALAND
Entrant Company SAATCHI DESIGN WORLDWIDE Auckland, NEW ZEALAND
Advertising Agency SAATCHI DESIGN WORLDWIDE Auckland, NEW ZEALAND

Brief Explanation

To capture a complex opera in a single, striking image. To use this image to give a sense of the majesty of a full operatic production, and to showcase an event that can’t be missed, whether you’re an opera fan or not. To modernise opera, making it relevant for a younger audience.

The Brief

New Zealand Opera is New Zealand’s leading opera company. It faces two key challenges. At the time it needs to promote its operas they haven’t yet been staged. So there is no ‘performance’ imagery to utilise. It also struggles to broaden its appeal beyond regular opera attendees. That audience is ageing rapidly, and not being replaced by a younger group. As a result, opera attendance is falling. So the key challenge for Opera New Zealand is to capture the essence of a performance that hasn’t yet been staged, while broadening the appeal of opera in New Zealand.

How the final design was conceived

The Tosca execution draws together several key elements of the opera into one single image. The religious themes, strong female character and the specific role of the crucifix are tied together. The crucifix was produced by a high-profile local jeweller, The La Cenerentola (Cinderella) execution captures the moment when the lead character, Cinderella, arrives at the prince’s palace lavishly dressed and veiled. The image reflects the Cinderella story as most people know it, with the more dramatic, more theatrical version of the story told though the opera. The feeling of the posters is less for the promotion of an opera, and more the announcement of a fashion event. This allows both the traditional opera audience, and a broader non-traditional audience, to be reached.

Indication of how successful the outcome was in the market

In terms of positioning, the campaign begins the process of evolving how opera is perceived in New Zealand. It has established a clear visual style that will be used in developing imagery for future productions. It places opera in a family with fashion, theatre and arts events. It encourages people to reconsider what they believe an opera event offers.

Credits

Name Company Position
Shabnam Shiwan Saatchi Design Worldwide Creative Director
Anushka Bihari Saatchi Design Worldwide Graphic Designer
Josephine Ross Saatchi Design Worldwide Graphic Designer
Leah Surynt Saatchi Design Worldwide Graphic Designer
Rachael Jackman Saatchi Design Worldwide