The nearly 5-minute long form content piece is the result of close to a year of collaboration between the agency and director Paul Goldman as it sought to answer the client’s brief of ‘opening the doors’ of Sydney’s most iconic landmark.
Having won the Sydney Opera House account last year, the video, titled 'The Ship Song project' was shot over ten months in the spaces – both renowned and hidden – beneath the building’s famous sails. It sees a wide range of Australian artists offering their own renditions of eminent Australian musician Nick Cave’s ‘The Ship Song’ as the celebrated venue attempts to broaden its appeal. Often associated with tradition and classicism, the appearance of Australian Record Industry Association award winners Angus and Julia Stone, alongside Silverchair’s Daniel Johns and singer-songwriter Sarah Blasko is designed to help dispel the Sydney Opera House's conservative reputation.
Positioning ‘The House’ as a contemporary creative hub, Goldman’s final product has been well received by the client. Victoria Doidge, director of marketing and communications, for the Sydney Opera House, said that the building’s management had set out to highlight its contribution to global culture. “The calibre of the artists who volunteered in this project is testament to the House’s special place in our national psyche.”
The piece will be distributed online via YouTube and social media channels, and the campaign will also have a more traditional element with TV, radio and print spots planned. A 30-minute behind-the-scenes documentary detailing the production of the video will air on Australian cable television provider Foxtel later this month.
Noah Regan, creative director, Three Drunk Monkeys, says the project was a labour of love. “We feel we’ve created something every Australian can be proud of and share and the world can appreciate,” he said.