Based on the classic Frank Capra film of the same name, the story introduces Clarence, the 'Angel, second-class' who - in order to secure his wings - is sent to earth to save a down on his luck New York banker, George, from the lowest point of his life, where together they contemplate his life through revisiting George's childhood memories and family life.
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.