Rethink Opera
Encourage culturally engaged 20 – 30 year
olds to experience Opera for the first time;
The Opera is burdened with connotations of
being traditional, elitist and for the older generation. If the Opera isn’t
targeted at a younger audience, how can we begin to question the stereotypes we
associate with the art?
The intent of this project is to encourage
an audience to reconsider and question their preconceptions the Opera in the
hope of dismissing associations that can discourage a younger audience from
considering the opera.
In order to dispel stereotypes, a focus
upon the call to action ‘rethink Opera’ has been applied to both type and image
to create a new, consistent visual language aimed at a younger audience.
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.
Type:
To visually communicate rethinking both
image and type were used individually and together.
Adhering to the existing brand guidelines,
Gotham and Times New Roman are used to grant compliment existing ROH material.
Times New Roman, a traditional serif typeface
represents the dated view of Opera.
Gotham, designed this millennium,
represents the new, contemporary attributes of Opera, targeting a younger
generation.
When used together, a contrast of old and
new, work in harmony – representing the traditional and the commonly
overlooked, contemporary nature of the Opera.
Image:
The ‘rip’ graphic applied throughout the
campaign exaggerates the dispelling of preconceptions, that the art form isn’t
what you think and there is a new, contemporary layer to discover.
Complimenting typography. colour is too
used to represent the traditional (Greyscale) and contemporary (ROH brand red)
attributes of Opera.
Image and type based alternative
The smashing of a flute symbolizes the
dismissing of stereotypes; that the opera shouldn’t be thought of champagne and
affluence. The smashing of a glass also pays a subtle homage to the traditional
idea of shattering glass through a high note.
In order to connect to a younger audience,
visual material is designed in a contemporary manner; similar to the visual language
a younger person will be accustomed to.
Application:
‘Culturally engaged 20 – 30 years old who
regularly attend plays, gigs and exhibitions’. The application of campaign
material will adhere to that similar of these events.
Posters placed around college / university
campuses, bars, creative districts and walkways will capture the majority of
physical impressions.
Digital advertisements placed along great
footfall will capture interest while also exaggerating the concept of
‘rethinking Opera’ – exciting, moving image pieces promoting the Opera may come
as a surprise.
Social media campaigns upon Instagram,
tumblr and Facebook will too capture and excite a target audience online.
Why I chose the Brief
I’d like to consider myself a culturally
engaged 20 – 30 year old however I have never been to the Opera. The brief
excited me, the chance to, not only promote a prestigious institution to the
public, but to myself.
‘Why have I never visited the Opera?’
I could not reply without resorting to the
stereotypical connotations affiliated with the art.
‘I’m not posh - I don’t own a tuxedo!’
This agitation of stereotype is a practice
that could not only benefit business such as the Royal Opera House but society
in general, if preconceptions of every form did not exist, I presume the world
to be a better place.
Note: The brief encouraged me to visit the
Opera and I did so for the first time while gaining insight to the brief. I
didn’t even buy a tux.
http://we.tl/diFdVbljv6
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