YCN STUDENT AWARDS 2015/16 - ROYAL OPERA HOUSE
In response to the Royal Opera House live creative brief for the 2015/16 YCN Student awards I developed a pitch to appeal to the currently under represented younger market of 20 to 30 year olds with the power of opera through an 'Underground Opera Series'. The series, with a run of five consecutive performances quarterly throughout the year, would see the world renowned performances usually performed from the Covent Garden base taken out to the demographic in to Camden Markets Catacombs for the very first time. With the brief detailing an advertising and social media strategy to support this, the events, as the pitch detailed, was to be sponsored by globally acclaimed Universal Music; each of the nights seeing a signed artist participate in the performance. The pitch, which took inspiration in part from market leaders 'You Me Bum Bum Train' and 'Punch Drunk Productions', would see an unparalleled level of audience participation. It was also proposed that events could be further adapted to run for the under 10 age bracket, with the use of suitable high profile names such as children TV personalities, using the famous Unicorn side of the iconic crest logo to support in marketing this, the lion head being pivotal in the representation of the Underground Series campaign.