OPERA BY YOU - THE WORLD'S FIRST CROUDSOURCED OPERA by Hasan & Partners Helsinki for Savonlinna Opera Festival

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OPERA BY YOU - THE WORLD'S FIRST CROUDSOURCED OPERA

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Industry Shows, Events & Festivals
Media Direct marketing
Market Finland
Agency Hasan & Partners Helsinki
Creative Director Timi Petersen
Creative Mega Maunula, Ossi Honkanen, Anu Niemonen
Producer Sivi Uitto, Jukka Pohjolainen
Released November 2012

Credits & Description

Advertiser: SAVONLINNA OPERA FESTIVAL
Agency: HASAN & PARTNERS
Category: Travel, Entertainment & Leisure
Advertising campaign: OPERA BY YOU - THE WORLD'S FIRST CROUDSOURCED OPERA
Head Of Art: Jarkko Talonpoika (Hasan & Partners)
Opera Director: Jere Erkkilä (Savonlinna Opera Festival)
Creative: Anu Niemonen (Hasan & Partners)
Creative: Ossi Honkanen (Hasan & Partners)
Libretist: Iida Hämeen-Anttila (Savonlinna Opera Festival)
CEO: Jan Hultin (Savonlinna Opera Festival)
Producer: Jukka Pohjolainen (Savonlinna Opera Festival)
Strategist: Tobias Wacker (Hasan & Partners)
Project Manager: Päivi Salmi (Savonlinna Opera Festival)
Creative: Mega Maunula (Hasan & Partners)
Producer: Sivi Uitto (Hasan & Partners)
Creative Director: Timi Petersen (Hasan & Partners)
Account Director: Barbara Sorsa (Hasan & Partners)
AD Assistant: Jochum Von Veh (Hasan & Partners)
AD Assistant: Juha Liede (Hasan & Partners)
Composer: Markus Fagerudd (Savonlinna Opera Festival)
AD Assistant: Minna Lairi (Hasan & Partners)
Marketing Director: Peter Westerbacka (Star Wreck Studios)
Graphic Designer: Petteri Valtiala (Hasan & Partners)
Account Director: Sara Suvinen (Hasan & Partners)

Implementation
It was time to do something radical. Like an opera. We gave the target group an opera choir of 80 people, a symphony orchestra, a 500 year-old castle and world class opera singers. They only had to write, compose and design an opera they would come and see themselves.The target was to make the world's first crowd sourced opera using the Wreckamovie website as a platform. Online, users could register and take part in the planning process, share content, or just follow the process. This way we reached an audience that had been unreachable to us before.

Outcome
On July 21st 2012 Free Will premiered in Olavinlinna castle for a full house audience of 2500 people. Thousands followed it on-line. The world's first crowd sourced opera had been completed. Hundreds of people from 30 different countries participated in the project. The average age of the participants was 35 years.This unique process won the Quality Innovation prize in Finland and was noted in media all over the world. Maybe the most long-term result was that Opera by You became part of the history of opera when Wikipedia mentions it as the latest manifestation of the advancement of opera.

Client Brief Or Objective
The objective was to make the world's first crowd sourced full length opera. Get a new younger audience to participate and become interested in opera. And to position Savonlinna Opera Festival as an innovative forerunner in the field of opera festivals.We wanted to break the rules of making opera and engage our target group in that process and at the same time make them aware and interested in the Savonlinna Opera Festival.

Execution
We engaged the target group in composing an opera. For two years hundreds of people participated in the making on-line. They wrote the libretto, composed the music, discussed, argued, designed the wardrobe, the set design and finally they voted a name for the opera. A full length opera that premiered in Olavinlinna castle on July 23rd 2012.