Pop-up Globe launches a season of Shakespeare with integrated campaign via TBWA\Auckland
TBWA\Auckland has launched the season of Shakespeare in the first of a series of creative campaigns for Pop-up Globe following its appointment as creative agency.
To launch the murderous Richard III, one of the first play’s in its 2018-19 season, TBWA\Auckland centered the play’s creative components on the respective protagonist, encouraging spectators to spend an “intimate evening with a serial killer”.
Paired with startling portraits shot by famed photographer Simon Harsent, the campaign was designed to pique interest and challenge the audience to view Shakespeare through a modern lens.
The campaign launched in press on Sunday 30th September before being rolled out across digital and social.
Says Catherine Harris, managing director of TBWA\Auckland: “It is a pleasure to be the creative partner for this Auckland institution and to amplify Pop-up Globe’s bold take on Shakespeare to even more New Zealanders this season. This work is just the beginning of the fun we will be having with them.”
Says Ella Jullienne, head of sales and marketing, Pop-up Globe: “Shakespeare is known and loved by many but there is still an expectation that some of his works are inaccessible and dated. TBWA\Auckland’s creative concepts tackled this hesitance head on with a campaign that was confronting, engaging and communicated the actual experience our audience can expect. Attending a show at Pop-up Globe is more like a stadium concert than a typical theatre show.”
Now in its fourth season, Pop-up Globe brings to life the work of Shakespeare’s most-loved masterpieces in the world’s first temporary working replica of Shakespeare’s second Globe theatre, taking residence at Auckland’s Ellerslie Racecourse.
Pop-up Globe has played host to over 500,000 spectators across New Zealand and Australia since its inception. The new Auckland season opens on 16 November.
Client: Pop-up Globe
Head of Sales and Marketing: Ella Jullienne
CEO, Founder & Artistic Director: Dr Miles Gregory
General Manager: Anne Barrowclough
Marketing Executive: Liesl du Toit
Agency: TBWA\Auckland
Managing Director: Catherine Harris
Executive Creative Director: Christy Peacock
Group Business Lead: David Bowles
Senior Copywriter: David Sylvester
Senior Art Director: Watchara Tansrikeat
Head of Creative Services: Sheriden Derby
Senior Print Producer: Mark Paisey
Senior Digital Producer: Gideon Retief
Senior Content Strategist: Harry Taylor
Social Media Manager: Ophelia Rundle
Photographer: Simon Harsent
Account Executive: Olivia Miller