While Australians shared a deep sense of pride in the Sydney Opera House, most Sydneysiders didn’t consider it more than an iconic Australian venue that caters mainly for people who love operas, plays and special one-off concerts. An idea was required that would break down this perception and put the Sydney Opera House on the radar as a destination that was an open and welcoming creative space that is accessible to everyone. So we created The Ship Song Project and invited the world inside the iconic building, while showcasing a totally different side to ‘The House’. The video was set to a re-working of Nick Cave’s immortal ballad, ‘The Ship Song’, and featured performances by some of Australia’s and the world’s preeminent artists. It was launched online via a seeding program on social networking platforms in conjunction with a live media event at the venue. 3 x 30 second TVC's were created and aired on national television. The song was released as a single and played on radio; it was also available for download on iTunes. In addition to this posters were created and distributed around Sydney and a documentary about the project ran regularly on TV and QANTAS in-flight.