Advertising Campaign: National Theater Iași
Client: National Theater Iași, September Media Agency
About the Project
The Biennial Zilele Teatrului Național din Iași is a landmark cultural event that brings together outstanding, diverse, and innovative performances from the theatre’s repertoire, alongside complementary events that shape a modern theatrical phenomenon. Rooted in dialogue and new artistic explorations, the festival positions theatre as a living space for creativity and exchange.
Objective
Our main goal was to bring younger audiences closer to theatre and highlight it as a creative, relevant, and inspiring space. Beyond simply filling seats, the campaign aimed to reframe theatre as a contemporary cultural experience—dynamic, relatable, and engaging for the new generation.
Insight
The insight was simple: theatre can be experienced much like familiar aspects of everyday life—only with a twist. This became the foundation of the campaign’s leitmotif, expressed through contrasts such as “like a photo without a filter,” “like a day without scrolling,” and others. Each comparison emphasized the idea that theatre offers something raw, unfiltered, and deeply human.
Creative Direction
As the project was mainly targeted at young people, the creative direction embraced a bold and playful visual identity. Modular pop-out shapes, vibrant colors, and a mix of strong messaging with striking stage photography created a dynamic look that mirrored the energy of the festival itself.
Results
The campaign delivered a strong and consistent presence throughout the festival. From impactful promotional materials to digital campaigns, outdoor activations, and press coverage, the initiative successfully boosted visibility and reinforced the theatre’s image as a relevant, contemporary cultural hub.
