Blood, sex, and frilly collars.
Exploring Opera Australia’s lighter side.
Everyone knows that opera involves viking helmets and powerful lungs. What people don’t know is that there is a wealth of talent behind-the-scenes. Set builders, costume makers, wig stylists, prop masters – those unsung (oh, the irony) heroes of the opera world.
Opera Australia asked: can we make a bunch of videos that unearth some of this hidden talent, thereby upending some preconceptions about what opera is all about?
We said … yes.
Approach
Originally, our brief was to make “how-to” videos, highlighting individuals and their skills.
We said, “Yeesss … or we could do something different.”
Reader, you could hear a viking helmet drop.
We went on: “How about we film a series of short, funny, videos. It’ll be a series called Opera Australia’s Guide to Modern Living. It’s tongue-in-cheek, while still showing off the wildly diverse skills of the greater Opera community. We’ll call them Blipverts.”
They said … yes.
Opera Australia’s Guide to Modern Living #11
How To Sing Happy Birthday
Opera Australia’s Guide to Modern Living #07
How To Distress Jeans
Opera Australia’s Guide to Modern Living #03
How To Combat Hair Loss
“There was much hilarity and an overwhelming sense of pride at what individuals and the company as a whole are able to achieve. People saw a side of their colleagues they had never seen before – stars were born.”
Georgia Rivers
Executive Producer and Marketing Director, Opera Australia
The campaign smashed its goals, reaching more than 530,000 people. Average reach was 318% greater than usual, and engagement improved by 377%.
Copy extended from the scripts into custom titles and payoffs for each video.
Your bonus content.
You’ve scrolled a long way, baby. Have some exclusive behind-the-scenes pics.
Seriously, Opera Australia have everything. And if they don’t have it, you best stand back because they’re about to make it.
