The Romanian National Opera
Opera @ Cinema
It's Saturday evening. You're going out for a movie with your friends. You take a seat and patiently wait for the movie to begin. Your phone rings, forgot to turn the sound off; it happens sometimes. But somebody seems to be really bothered...
Guerrilla marketing project created by Heraldist for the National Romanian Opera in Cluj. It soon became the most viral campaign of any cultural institution in Romania. By the end of the first week of the campaign, it was seen by over 1 million people online and on national TV stations. With $0 media budget, the campaign was also covered by international websites such as Ads Of The World, Best Ads On TV and Coloribus and got almost 400.000 views on facebook alone.
Although most cultural institutions use a representation of the building as a logo, Heraldist went the opposite way and designed a logo inspired by the interior of the building, capturing the subjective perspective of the artist, the perspective of the hall as seen from the stage.
We find buildings with broken windows in the Old Town and use stickers featuring a soprano. It looks like the voice of the soprano was responsible for the broken window. A fun way to encourage people to share this surprising invitation to the Operaon the social networks.