Opera on the Avalon

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.

Humorous wall poster for Opera on the Avalon's La Bohème featuring local Newfoundland slang and the tagline “Newfoundland Gets It.” Campaign text styled on weathered shingles with colorful buoys.

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.

Radio.

Gawks At Me

Me Pillow

Sogged

Poster for Opera on the Avalon's A Midsummer Night’s Dream, styled on weathered wooden shingles with text in Newfoundland dialect: “Woman falls in love with sweet arse… just like any other night on George Street.” Colorful fishing buoys above, blue siding below. Includes radio ad titles like “Gawks At Me,” “Me Pillow,” and “Sogged.