The Royal Opera House brief required a campaign to encourage culturally engaged young people aged 20-30 to experience opera for the first time. Opera is for everyone. The solution resulted in a campaign in which everyone’s individuality is expressed & accepted, while promoting the universality of opera. Opera is Theirs, Yours, Mine - My Opera. Encouraging peoples unique taste, the Taste Opera campaign invites the
target audience to engage in opera as a new cultural experience. The Taste Opera campaign includes a promotional event. - A customized Opera & Chip Van which drives through London accompanied by an opera singer. The van offers traditional freshly cut chips and a short opera performance which presents a selection of an opera which is available to savour in full that week at the Royal Opera House.