NEW ZEALAND OPERA

NZ Opera was at a crossroads. With an audience in its golden years, we needed to attract an entirely new group of theatre-goers to the opera and their new production of Macbeth. But how? By following them wherever they go. After King Duncan’s murder, Macbeth’s paranoia becomes all-consuming. So we created the ‘paranoid campaign’ – one that accused the viewer of eavesdropping on it, and even staring at it. Using retargeting algorithms, our digital creative followed our audience around the internet, each interaction becoming more unhinged following Macbeth's gradual descent into madness.