Folkoperan: Broccoli vs. Opera

The Swedish opera house Folkoperan got over a thousand children to self-willingly choose opera last week. How? By letting them choose between opera and the one thing children dislike even more - broccoli. Opera is not only a declining art form, but also a more or less non-existing choice for a younger generation. Therefore, Folkoperan faced a rather big challenge when setting up Neil Gaiman's Coraline as a family opera.
Agency: McCann, Stockholm