Broccoli vs Opera by McCann

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.

Kids are not stupid. Giving out candy or making funny commercials wouldn’t get the organization anywhere.

Instead of flyers the venue gave away stalks of broccoli to parents all over Stockholm, documented an experiment with 30 kids, and even guerilla marketed with real broccoli inside subways.

The campaign was created by McCann Stockholm.