Cannes Lions
PLAN.NET, Munich / SKY / 2011
Overview
Entries
Credits
Description
SKY stages the world’s first football opera – and once again does justice to their claim “See something special”. The broadcaster selected the top match of Schalke 04 against Bayern Munich. A renowned opera ensemble composed and improvised 90 minutes long for an audience of over a million viewers. Players, referees, the ball: Each protagonist was sung and broadcast on a second channel.
Execution
Sky turns soccer into opera: A renowned opera ensemble composed and improvised live for 90 minutes. The parts of every protagonist – players, referees, audience, goal posts and the ball – were all sung. This extraordinary live staging was a unique experiment and delivered a first-time experience blending sports and the classics. The response to this game was correspondingly high.
Outcome
Two weeks before the opening whistle, fans and non-soccer fans alike lit up blogs and forums with heated discussions about this unusual soccer highlight. The result: For the first time ever, Sky posted a record audience of over 1,000,000 viewers for a German Bundesliga game!
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