Paul lives in his house in Bruges where his young wife, Marie, had died some years before. Paul has not come to terms with the reality of her death, and retreats from the world to live in his memories of her eternal beauty.
Our brief from ENO was simple: ‘make opera more accessible’. But further to research, one of the key challenges was the perception and assumption that opera is elitist, expensive and sung in a foreign language. So ENO asked us to help them break down barriers and connect them with new culturally literate audiences they should be attracting.
Our solution to their marketing takes its inspiration from the publishing world, where a strong, simple, graphic approach to storytelling on a cover will engage buyers visually, but it’s the synopsis on the back that often clinches a purchase. Consequently, all campaigns now lead with the stories (rather than a title only likely to mean something to opera lovers), and clarify that each production is either sung, or translated, into English, with tickets available for every production at affordable price points, to appeal to new, younger and less privileged audiences, who may previously have concluded opera was not for them.