There is no other place in the world like the Sydney Opera House (SOH). While the SOH belongs to the world as an icon and an artistic masterpiece, local Sydneysiders didn’t have a connection with it beyond its iconic outer shell of a building.An idea was required that would reposition the Sydney Opera House as a relevant and inspiring entertainment destination for all Sydneysiders.

The crux of the strategy was to get people to think about the Sydney Opera House as a cultural hub that ‘democratised creativity’ – not just an exclusive, all conquering bastion for global creativity, but an open and welcoming creative space that is accessible to everyone.

The Ship Song Project helped SOH achieve a 40% increase in ticket sales (August 2010 vs August 2011).

The Ship Song poster is an image led execution that captures the subtle, understated beauty of the entire project. The brief was to democratise the Sydney Opera House. The venue was seen as being too elitist. The musical film project took the viewer on a journey inside the building set to Nick Cave's legendary ballad 'The Ship Song'. The female form in the image is falling beneath the surface of the harbour surrounding the iconic building. This also symbolises immersion; the feeling of being lost in a song, or lost inside a building as beautiful as The Sydney Opera House.