THE VIBRATOR PLAY by Saatchi & Saatchi New Zealand for Auckland Theatre Company

THE VIBRATOR PLAY

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Creative Director Blake Enting
Designer Kane Mcpherson, Cassidy Van Dyk
Illustrator Jo Tronc
Released November 2011

Credits & Description

Category: Posters
Advertiser: AUCKLAND THEATRE COMPANY
Product/Service: THEATRE
Agency: SAATCHI DESIGN WORLDWIDE
Creative Director: Blake Enting (Saatchi&Saatchi Design Worldwide)
Designer: Cassidy Van Dyk (Saatchi&Saatchi Design Worldwide)
Designer: Kane Mcpherson (Saatchi&Saatchi Design Worldwide)
Illustrator: Jo Tronc (Watermark)
Media placement: Poster - Put Up In Public Spaces Throughout Auckland - 01 November 2011

Describe the brief from the client
Create an iconic single image and title treatment that captures the emotion of the play, hints at story cues, and reflects the period the play is set in.
The desire was to create a fresh interpretation for this well-known, awarded play and a treatment that reflected the clever wit and humour of the playwright, avoiding all previous visual clichés.

Describe the challenges and key objectives
The challenge was in convincing the Auckland Theatre Company to use illustration rather than photography for a main bill play (the faces of actors are favoured as key selling points). The additional challenge was to delicately handle a topic that could have very easily become offensive.

Describe how you arrived at the final design
Key to the design were the following points:
• Visually anchored to the era
• Sensuous and feminine
• Integrate the long title into the illustration in a clever way
• Communicate the idea of ‘vibrator’ without needing to overstate this visually
The result is an elegant, art nouveau inspired poster of feminine form and simplicity. One where the double take of form and text leaves a smile in the mind.

No vibrators were used in the making of this poster.

Give some indication of how successful the outcome was in the market

The poster, launched as part of the Auckland Theatre Company's 2012 Season subscription brochure, has generated strong sales. The opening night has sold out with other sessions soon to follow. Many calls have been received by the theatre requesting copies of the poster, or asking of the possibility to purchase limited edition prints.