By the Pricking of My Thumbs, Something Wicked to Auckland Comes

Arguably Shakespeare’s most famous play, Macbeth explores the themes of ambition, power and deep-seated paranoia. To celebrate NZ Opera’s new season, Federation chose to promote Verdi’s take on this dark plot with a twist on the latter.

So how do you create a truly ‘paranoid’ campaign, one that creates an authentic emotional response from the viewer?’

Federation managing partner Elizabeth Beatty says, “NZ Opera is rapidly gaining a reputation for shifting perceptions - what opera is about and who it’s for. So we needed an equally impactful campaign that would captivate new audiences and opera fans alike. The result is a campaign that inspires people to experience the multi-sensory experience of opera for themselves.” 

The ensuing campaign saw every media channel accuse viewers of noticing it. Using the algorithms of digital retargeting, Macbeth followed internet users, claiming they were following him. In dramatic OOH, Macbeth claimed that viewers were always watching and plotting against him. And on radio, Macbeth accused listeners of eavesdropping on his every waking thought. 

Creative lead Tony Clewett says, “NZ Opera takes the murderous Macbeth and creates a truly visceral experience. Masses of energy, striking sets, and stirring music. We knew it would appeal to a very wide audience.” 

Targeting a completely different audience, Federation also created a provocative ambush of McDonalds and Burger King, challenging audiences to come and meet the real King.       

Director of marketing & development at NZ Opera, Rebecca Galloway says, “Like most of those in the Arts, we have been patiently waiting for the crowds to be able to come back. This production of Macbeth is one that we are really excited about and we look forward to welcoming some new faces to opera for the first time.”