Opera Soap by DDB Stockholm for Royal Swedish Opera

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Opera Soap

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR
Market Sweden
Agency DDB Stockholm
Designer Elin Skogqvist, Anders Lövgren
Print Production Manager Anna Hellenberg
Released July 2012

Awards

Epica Awards 2012
Promotions/Installations/Events Promotions & Incentives Silver
Direct Marketing Media Innovation - Alternative Media Bronze

Credits & Description

Agency (city): DDB Stockholm
Creative Director(s): Magnus Jakobsson & Fredrik Simonsson
Copywriter(s): Olle Langseth
Art Director(s): Tove Langseth
Designer: Elin Skogqvist
Designer: Anders Lövgren
Business Director: Maria Lundvall
Account Manager: Tina Munck
Planner: Karl Wikström
Digital Design: Susanna Averpil
Web Developer: Sebastian Ross
Web Developer: Alexander Ekman
Web Developer: Rickard Berggren
Technical Director: Andreas Fabbe
Head of Digital Production: Jojo Brännström
Print Production Manager: Anna Hellenberg
Retouch Artist: Christian Björnerhag
Motion Graphics Artist: Eskil Lundberg
PR Agency: Golin Harris
Short explanation
A lot of people don´t have a relationship to opera on stage. Still, opera singing is although a quite widely spread phenomenon – in shower cabins and bathrooms. Because who hasn’t come across opera singing in the shower?
To attract a new audience to the Royal Opera we therefore created a collection of shower soaps under the name ”Opera Soap”. On the bottles of the soaps, three different arias where displayed to make them easy to sing in the shower. The bottle also worked as a ticket to The Royal Opera, so the target group could compare their ”amateur singing” to the real thing by paying a visit to the opera. The fragrances of the soaps were developed by french perfumers whom were interpreting the different arias into scents. ”Opera Soap” was launched at Åhléns, Swedens largest department store.
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 of the soaps, three different arias were displayed to make them easy to sing in the shower. The bottle also worked as a ticket to The Royal Opera, so they could compare their ”amateur singing” to the real thing by paying a visit to the opera. The fragrances of the soaps where developed by french perfumers whom were interpreting the different arias into scents. ”Opera Soap” was launched at Åhléns, Swedens largest department store. To promote the launch we used PR, online advertising and the big windows at Åhléns department store.
Description
Tickets to the Royal Opera in Stockholm