Royal Swedish Opera Design & Branding OPERA SOAP by DDB Stockholm

OPERA SOAP

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Sweden
Agency DDB Stockholm
Creative Director Magnus Jakobsson, Fredrik Simonsson
Art Director Tove Langseth
Copywriter Olle Langseth
Print Production Manager Anna Hellenberg
Released February 2012

Credits & Description

Category: Promotional Item Design
Advertiser: THE SWEDISH ROYAL OPERA
Product/Service: OPERA
Agency: DDB STOCKHOLM
Marketing Director: Maria Ling (The Swedish Royal Opera)
Marketing: Ellinor Åslin Hägg (The Swedish Royal Opera)
Art Director: Tove Langseth (DDB Stockholm)
Copywriter: Olle Langseth (DDB Stockholm)
Design: Anders Lövgren (DDB Stockholm)
Design: Elin Skogkvist (DDB Stockholm)
Business Director: Maria Lundvall (DDB Stockholm)
Account Manager: Tina Munck (DDB Stockholm)
Creative Director: Magnus Jakobsson (DDB Stockholm)
Creative Director: Fredrik Simonsson (DDB Stockholm)
Planner: Karl Wikström (DDB Stockholm)
Digital Design: Susanna Averpil (DDB Stockholm)
Web Developer: Rickard Berggren (DDB Stockholm)
Web Developer: Alexander Ekman (DDB Stockholm)
Web Developer: Sebastian Ross (DDB Stockholm)
Head Of Digital Production: Jojo Brännström (DDB Stockholm)
Technical Director: Andreas Fabbe (DDB Stockholm)
Print Production Manager: Anna Hellenberg (DDB Stockholm)
Retoucher: Christian Björnerhag (DDB Stockholm)
Media placement: Bottle - Åhlens Warehouse - 15 February 2012
Media placement: Shoppingwindow - Åhlens Warehouse - 8 February 2012
Media placement: Instore Display - Åhlens Warehouse - 15 February 2012

Describe the brief from the client
The Royal Opera in Stockholm wanted to attract a new and younger audience.

Describe the challenges and key objectives
The challenge lay in that most young people had never had been to opera, and just considered it as posh upper-class entertainment.

Describe how you arrived at the final design
Even though a lot of people don´t have a relationship to opera on stage, opera is actually a quite widely spread phenomena - in shower cabins across Sweden. Because who doesn´t sing in the shower? Our solution, to turn ‘shower singers’ into opera visitors, was to create a collection of shower soaps under the name ‘Opera Soap’. On the bottles, 3 different arias where displayed to make them easy to sing in the shower. The bottle also worked as a ticket, so they could compare their ‘amateur singing’ with the real thing, by paying a visit to the opera.

Give some indication of how successful the outcome was in the market
‘Opera Soap’ was a success for The Royal Opera in many ways. First of all, we made more than 600 people buying an Opera Soap (which meant 600 sold tickets to seats that otherwise would be empty). Opera Soap was also picked up by 40 of the biggest fashion and beauty blogs in Sweden, and in 11 fashion magazines online and on paper (such as the biggest ones in Sweden Elle and Damernas Värld). Altogether, Opera Soap inspired people that normally don’t see the opera as something for them, to actually pay a visit.