Vancouver Opera is all about big voices, big music, and big theatre. The largest opera company in Western Canada and the second biggest performing arts organization in BC, they create extraordinary experiences that stir the soul and light up the community. But post-Covid, audiences were nervous, mid-week seats were looking lonely, and the joy of gathering felt like it needed a jumpstart. Enter: Fun, food, and a little operatic mischief.

For the campaign strategy, I cooked up a fresh idea with an entrepreneurial zing – “A Taste of Opera!” Short 45-minute teaser performances paired with free beer and pizza (folded into the ticket price). Local craft breweries and beloved pizza joints joined the party, creating a tasty, social entry point into the grand world of opera. And for the visuals? Pure unbridled joy. I mashed together the drama of opera with the pleasure of food and drink: bold copy lines, cheeky energy, and imagery bursting with Italy’s love of life. The palette sang in fresh blue, punk-pink, and hot Italian red – opera, but made it deliciously fun. The result? A playful, irresistible campaign that brought new audiences through the doors, gave local businesses a boost, and reminded everyone that opera can be as lively and communal as a night out with friends. Opera! Pizza! Beer! Bellissimo!