Set in the rich and fantastical world of Norse Mythology, the second of Wagner's famous 'Ring-cycle' operas presents the Rhinemaidens (water nymphs) having the gold within their charge stolen from the depths of the Rhine river. An epic quest for the gold - and the ring which should be made from it - ensues.
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.