The brief demanded the challenge of preconceptions;
'The intent of the project is encourage an
audience to ‘rethink Opera’, dismantling the preconceptions discouraging
potential visitors.
Planting the thought of reconsideration
within the target audience allows them to question their own ideas of the
Opera;
It is for you, it is contemporary and it is
relatable.
It is not elitist, posh nor inaccessible.'
Therefore, the question 'How have preconceptions been challenged through visual communication previously?' would lead me to find examples with the same intent.
'Women are less likely than men to become active because of body image and competency fears, according to Sport England research.
Sport England has started a campaign called This Girl Can to help encourage more women to take up exercise.
It uses slogans such as "Sweating like a pig, feeling like a fox" and images of normal women enjoying sport.
"We want to tell the real story of women who exercise," said Sport England chief executive Jennie Price.
"They come in all shapes and sizes and all levels of ability."
The research revealed there was a significant gender gap, with two million fewer women than men in the 14-40 age range regularly participating in sport.
In other European countries, there is no disparity between men and women. In England, 75% of women said they wanted to be more active.
Price said: "Before we began this campaign, we looked very carefully at what women were saying about why they felt sport and exercise was not for them.
"One of the strongest themes was a fear of judgement. Worries about being judged for being the wrong size, not fit enough and not skilled enough came up time and again.
"This campaign says it really doesn't matter if you are a bit rubbish or completely brilliant.
"The main thing is that you are a woman and you are doing something, and that deserves to be celebrated." Source BBC
'With the goal of reversing declining numbers of women participating in exercise in the UK, this is a film that shatters just about every rule about sports advertising. To hell with having model-like physical dimensions, from the first second of this film, real women with real bodies get stuck in, with impossible-to-fake determination and confidence … running, spinning, cycling, swimming, boxing and more, displaying the endorphin-induced joy and quiet satisfaction exercise earns them. Besides, everyone looks badass doing sport, fact. The Missy Elliot soundtrack is also a stroke of genius.' Source: Guardian
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"For this launch we developed a new season concept, LIFE REIMAGINED, which is the lead creative for the campaign. It’s one of four images that will be produced over the season. In fact, you’ll be seeing this image everywhere, appearing in national broadsheets, online, on the underground and, of course, on the front cover of the ROH season brochure. "
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Design Inc's campaign for the ROH intends to promote the use of the venues' event spaces, this is communicated with the merging of stationery (representing business) and several outfits commonly associated with the artform.
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'Somewhere Out Of The Ordinary' - http://www.coloribus.com/adsarchive/prints/the-royal-ballet-shoelace-6908955/
An advert for the Royal Ballet in 2004 juxtaposes everyday moments next to dramatised imagery of performances. The tagline 'Somewhere Out Of The Ordinary' contextualises the imagery, used as part of an address in the lower right hand corner, this refers to the ballet being 'extraordinary' - communicating the extravagance of the ballet through the exaggeration of these everyday moments.
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The English National Opera's visual language challenges the traditional preconceptions of the artform through a more contemporary design approach. Beginning with it's sans, geometric logo (and lack of emblem) to the pale colour palette, composition and photography direction.
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