The Gothenburg Opera is one of the biggest opera houses in sweden. And like most opera houses, they want to attract a younger audience. In Sweden, more than 50 % of the population are singles. Most of them are between 18 and 30. A group that rarely or never visits the opera. So to promote West Side Story, the famous musical about love against all odds, we wanted to make a campaign that was relevant to a younger target audience. We launched mis-match.se, a dating site where you could meet your total opposite.