mediterainy opera

royal irish academy for music · integrated campaign · 2024

problem

the royal irish academy of music in dublin is staging an italian opera – but opera feels foreign, elitist, and irrelevant to both gen z and casual audiences. how do you sell something italian in a city known for rain, not romance?

idea

embrace the contradiction. opera isn't italian in dublin, it's "mediterainy." the campaign reimagines iconic dublin landmarks as if they were italian, with ireland's rainy twist. irish self-deprecating humor becomes the bridge to high culture.

solution

dublin landmarks are guerrilla-renamed with italian translations, witty ooh posters play on the cultural contrast, and targeted social ads lean into the joke. mementos and branded materials extend the tone – making opera feel fresh, fun, and locally relevant to a modern audience.

awards

adc talent award 2025 · 1× silver · 4× merit · comm awards 2025 · icad awards 25 · 2× commendation

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