The brief was simple: convince non-opera people to go to the opera. Ray’s insight? Contrary to what you may think, opera isn’t hard to understand. In fact, there’s always a translation so that you can follow along. What’s surprising is that the stories are so relatable to life here that they are practically told in language that only Newfoundlanders can understand. Ray created a multi-media campaign including radio, online, outdoor and posters – all under the campaign idea ‘Newfoundland Gets It.’ The result? A lot of laughs and a lot of converted opera goers.