Personal taste aside, everybody agrees on the fact that Opera addresses the most primal human emotions. It attempts to shed light on love, hate, lust, despair, greed, fear, etc. These are universal feelings; therefore they are timeless. They don’t rely on the setting of an opera and they find themselves just as poignant and powerful today as in the 16th century. For this reason only, opera is still alive. We needed to highlight this “all too human” core of opera and we needed to do it in a different, more compelling, and contemporary way. We created content that told all facts and figures of Opera, and provided our prospect with a large set of tools to not be intimidated by their first experience and to better understand any aspect of the opera art form.

We changed the brand identity of the Lyric Opera of Chicago. We created a series of print, poster, and billboards that illustrated the many interesting cultural and historical aspects of opera, always with the aim to make the art form more accessible for the younger generations.

We used all social media channels to address millennials with tons of new content; facts and figures, anecdotes, quizzes, riddles, etc.

We created a successful radio campaign that approached opera in an unconventional and funny way, shedding all the social snobbery that has always clouded the world of opera (and also the Lyric Opera of Chicago) for too many years.

The Lyric Opera of Chicago is a privately held company and does not share it's business results

Lyric Opera of Chicago believe that opera is a living, breathing art form, not just a museum curiosity. But today you can’t browse any music blog or arts news section without stumbling upon articles on the slow, inescapable death of opera citing sagging ticket sales, shorter seasons, aging funders, etc. In recent years, also the Lyric Opera, which until 2008 had always had sold-out seasons, has started to encounter problems in renewing its audiences and subsequently to struggle in order to keep its high-standard productions.