The communication strategy for the “Long Night of Opera and Theater” is focused on length. With regards to the content the names of famous authors / composers refer to the subject “opera and theater”. Formally the length is typographically visualized by “extending” individual vocals. The result is a combination out of irritating letter sequences and an explicit reference to the originator. The “Looong Night” evolves in the mind of the viewer while reading the claim – an interactive moment, which creates a smile. As a consequence of this simple principle, the campaign reaches a broad audience.