In order to make this brief successful I will have to make the company more appealing to twenty to thirty year olds by delivering a contemporary, engaging and overarching campaign idea that will attract more young people to be part of the companies audience.
For my campaign I believe in making this brilliant, powerful artform as widely available as possible, it is inherent that we engage and inspire more young people to be part of Opera if we are to ensure the long-term survival of opera as an artform. The target audience that The Royal Opera House are particularly talking about are those aged between twenty and thirty who already attend plays, gigs, and exhibitions, but who don’t consider opera.
My Solution for this brief is to create a universal festival that can attract the target audience. Festivals play a huge part in society in this generation and I think that it is of the upmost importance that Opera is also integrated within the festival community. In doing so, it will create a more unique involvement for people who haven't experienced Opera before, to create a less formal environment, which will allow for more opportunities and incentive to get involved with The Royal Opera House. I think by adapting my own style within the brand it is going to create something that is new and unique by delivering ideas to promote and get The Royal Opera House the place to go for entertainment.
The way that I approached this brief looking at the artform and realising that it needs to be modernised to a younger audience, I thought that the best way to do this was to create a sense of unity. The name Revive the Revolution is playing on the fact that we need to come together to revive Opera as an artform and to become the generation/revolution that keeps the dying artform alive.
The main elements of the campaign are the promotional materials such as posters, flyers and tote bags. I have created a few brand archetypes within the festival branding:
Revive the Revolution : This is the name of the festival and unites all the sub brands together to create the imagination that you are reviving the revolution.
Become the Revolution: This will be used on the promotional material for the event to attract people to become part of the revolution.
You’re the Revolution: This is to be used after and while you are at the festival such as lanyards and tote bags that will be used at the festival to sell merchandise, this states that you’re part of the revolution and that you are making a change.
For the background of the poster I have included an abstract/simplified illustration of emotions that you would expect to see at the Opera such as: love, death, greed and angry. The quote from Kasper Holten, Director of Opera at the Royal Opera House stated “Opera can make us see, feel and hear the world differently, and it reminds us about being in touch with the things beneath the surface, the things that really matter.” This is what inspired my design, based on things beneath the surface, so the design in the background of the poster is designed so that some people may not understand the design but for those people that look at it deeper will understand the design.