The Folkoperan Opera House Promo, Case study THE SILVER LAKE by Lowe Brindfors Stockholm


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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Petter Lublin, Kalle Dos Santos
Copywriter Stefan Pagreus
Photographer Martin Vallin
Released January 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: FOLKOPERAN
Product/Service: OPERA
Date of First Appearance: Jan 20 2010 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Entry URL:
Creative Directors: Villard/Bartholf (Lowe Brindfors)
Art Director: Kalle dos Santos (Lowe Brindfors)
Art Director: Petter Lublin (Lowe Brindfors)
Copywriter: Stefan Pagreus (Lowe Brindfors)
Account Manager: Charlotte Cederström (Lowe Brindfors)
Typographer/Graphic Designer: Margaretha Ekstrand-Almér (Lowe Brindfors)
Typographer/Graphic Designer: Jakob Brundin (Lowe Brindfors)
Photographer: Martin Vallin (Camera Link)
Make-Up Artist: Love Larson (Love Larson)
Retoucher: Andreas Volmer (Bildinstitutet)
Account Manager: Maria Carlsson (Lowe Brindfors)
Ice Sculptor: Daniel Ekberg (Iscompaniet)
Foam Seat Pad: Roger Björkeroth (Hasselberga Sport & Reklam)
Studio Assistant: Ludvig Fransén (Lowe Brindfors)
Studio Assistant: Caroline Knutsson (Lowe Brindfors)
Studio Assistant: Kristina Tham Sterner (Lowe Brindfors)
Media placement: Ad - DN, SvD, Metro, Opera, Opus - 20 January 2010
Media placement: Outdoor Posters 70x100 - At The Sidewalks Along Streets - 25 January 2010
Media placement: DM - By Mail - 20 January 2010
Media placement: Event Ice Cubes With Instruments - In The Heart Of Stockholm, Stureplan - 22 February 2010
Media placement: Event Ice Cubes With Instruments - At Hellas Vintersport Centre - 30 February 2010

Results and Effectiveness
The campaign was very successful and the sales of tickets were over expectations with many shows sold out. The campaign also got a lot of press.

Creative Execution
As the title implies this opera is set in a winter landscape and snow and ice plays an important role for the drama and its resolution. We therefore chose to use this and created an integrated winter’s campaign using the snow and and ice theme in print and posters, invitations, banners and ambient media, all working together.

Insights, Strategy & the Idea
Folkoperan is a well known, independent opera house in Stockholm. This campaign was för the promotion of 'The Silverlake – A Winter’s tale' by Kurt Weill. Our job was to create a buzz and sell tickets to the show. The target audience was people interested in culture as well as critics and opinion makers.