Romeo & Juliette is one of the most famous classic love stories of our time, the story of two young lovers who despite their true love cannot have each other.The communication needed to create awareness and attract people to the theatre. Furthermore, 50% of Folkoperan’s budget is covered by private and corporate sponsorships. Therefore it was important to get the current and potential partners to attend the premiere.

The competition was intense during the period of the Romeo & Juliette performances since a wide variety of theatres had premieres at the same time.

Romeo and Juliette are two lovers who cannot be with each other because of the conflict between their families. Therefore, the idea was to work with two units, one for Romeo and one for Juliette, always reaching towards each other. The visual expression of the two lovers’ hands reaching for each other but never touching is a strong symbol for the opera. The creative idea was implemented into various media formats, giving a strong integrated tonality which forces the audience to interact with the communication in various ways

The campaign was very well received. The VIP invitation was sent out to sponsors, partners and important people in the media business, and 81% of the invited showed up for the premiere. Overall, the campaign helped create awareness and contribute to a full-house during the time when the opera was performed.