“Jede Oper lebt von ihrem unvergleichlichen Ton. Und jede Oper überrascht uns aufs Neue als Spiegelbild unseres Lebens. Wenn es etwas gibt, was uns auf eine solche Überraschung vorbereitet, so ist es ein Bild, das uns nicht mehr aus dem Kopf geht, sobald wir es sehen. Dieses Bild nimmt den unvergleichlichen Ton der Oper vorweg. 300FeedOut vermag mit ihren Kampagnen, dieses Bild in uns zu erwecken, mit dem wir neugierig und voller Spannung in die Oper gehen, um sie als großes Geschenk der Phantasie zu erleben.”
Wolfgang WillaschekFormer Dramaturg,
San Francisco Opera
SF Opera
Broadening the appeal of The Magic Flute and Don Carlos
Imagine twenty-somethings choosing opera over the latest rock concert. That's exactly what we had in mind when the San Francisco Opera approached 300FeetOut with the goal of bringing new audiences and single ticket viewers to the opera. In fact, the new advertising campaign, designed by 300FeetOut and launched in conjunction with the opening of the 2003-04 opera season, has made it hip to score opera tickets.
The outdoor, print, and radio campaign features specific opera stories, with visually descriptive narratives for each of the nine operas produced this season. Implemented as a series of striking visuals on the sides of MUNI buses and shelters, they communicate the character of the opera and the mystery unique to each story, including the emotional treachery, deceit, love, and passion. And, at every performance, the cover of the program guide will contain the same visual depiction. With this innovative, original campaign, 300FeetOut is enabling the SF Opera to appeal to a wider audience—and meet its long-term financial goals at the same time.
Project details
Design
August 2003
Addy, 2004