Sydney Opera House kicks off fundraising campaign as part of 40th anniversary year
The Sydney Opera House has kicked off a fundraising campaign allowing people around the world the opportunity to buy a virtual tile on the tallest sail of the building.
The campaign video, created by Edelman, showcases how attitudes towards the Opera House have changed since it began construction in 1957 and is narrated by Australian actor Jack Thompson.
The ‘Own Our House‘ campaign invites the public to find a sense of ownership in one of Australia’s most iconic buildings through contributing to the House’s renewal fund, which will also be used to increase public access with more free events, digital innovation and new education initiatives.
Sydney Opera House CEO Louise Herron AM said the funds raised by Own Our House would go first and foremost to help renew the building.
She said in a statement: “The Opera House belongs to everyone. This campaign gives people a really tangible, practical way of showing how much they care. It provides the seed funding for the renewal campaign of Australia’s greatest icon.”
The Opera House’s tallest sail, known as A2, covers the Concert Hall and hosts more than 125, 000 tiles which come in Snow (matt) and Ice (shiny). Ice tiles will be offered for $100 while the rarer Snow tiles are $400 which honours the Opera House’s 40th anniversary year. Owners of the tile, ‘housemates’, will own their tiles for the Opera House’s decade of renewal which was launch as part of the 40th anniversary year.
The NSW minister for tourism, major Events and the arts, George Souris said in a statement: “Own Our House is a way for people to express their love of the Opera House and play a part in its future. It is an innovative idea and I applaud it.”
Credits:
- Creative Concept: Edelman
- Design: Sydney Opera House
- Copy: Edelman
- Video: Edelman
- PR and Social Execution: Sydney Opera House and Edelman
- Website: CyArk
Edelman:
- Art Director: Elliott Risby
- Copywriter: Adam Sparke
- Group Creative Director: Jamal Hamidi
- Designers: Loan Myers, Evan Bohringer
- Director: Phillip Sage
- Film Producer: Justine Moyle
- Executive Producer: Skye Lanser
- PR Execution: Jess De Boer, Sydney Spagnoletti
- Managing Director / Strategy Director: Matthew Gain
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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