Sydney Opera House
#comeonin
Only 1% of people who take a photo of the iconic Sydney Opera House go inside.
So we turned these photos into real-time invitations to #comeonin.
Instagrammed photos
of the outside became personalised experiences on the inside.
Instagram photos became personalised experiences on the inside. In turn, their experiences became new pieces of content, extending our campaign reach further to consumer channels.
Technology and social media can provide anyone around the world with a view of the Sydney Opera House, not an experience.
Our use of technology opens the building for all to see, inviting them in whilst remaining invisible throughout.
This campaign was recognised at Cannes 2016 with 10 lions : gold in mobile, silver and bronze in digital, mobile and social. #comeonin was also identified as best mobile design by D&AD.
AWARDS
Cannes Gold Lion Mobile
Cannes Silver Lion Direct
D&AD Best Use of Mobile
SXSW Innovation Showcase
A real-time invitation to #comeonin from inside the Sydney Opera House.
