Canadian Stage Design & Branding EXPERIENCE RED by Zulu Alpha Kilo

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Industry Culture, Leisure & Sport
Media Design & Branding
Market Canada
Agency Zulu Alpha Kilo
Director Jamie Webster
Creative Director Joseph Bonnici, Zak Mroueh, Sean Ganann
Copywriter Erin Beaupre
Released November 2011

Credits & Description

Category: Online Digital Design
Product/Service: CANADIAN STAGE
Creative Director: Zak Mroueh (Zulu Alpha Kilo)
Creative Director: Joseph Bonnici (Zulu Alpha Kilo)
Creative Director: Sean Ganann (Zulu Alpha Kilo)
Senior Designer: Mooren Bofill (Zulu Alpha Kilo)
Copywriter: Erin Beaupre (Zulu Alpha Kilo)
Account Manager: Chandler Powell (Zulu Alpha Kilo)
Integrated Producer: David Isaac (Zulu Alpha Kilo)
Director Of Innovation: Cory Pelletier (Zulu Alpha Kilo)
Director: Jamie Webster
Artistic/General Director: Matthew Jocelyn
Production House: Common Good
Audio/Music: Pirate Audio
Executive Producer: Marie-Pierre Touré
Media placement: Micro-Site - Online - November 4, 2011

Describe the brief from the client
• Based on eccentric and temperamental artist Mark Rothko acclaimed play 'Red', Canadian Stage Company needed a promotional idea that would push the company’s comfort zone of traditional poster and newspaper ads
• To attract a new audience, it was also important to cast off the 'stuffy' reputation that a night at the theatre tends to have

Describe the challenges and key objectives
• Our challenge was to create breakthrough advertising on a shoestring budget while targeting an entirely new, younger demographic with little interest in or experience with live theatre
• We needed an idea that would translate well from the intimate theatre world to the impersonal online space

Describe how you arrived at the final design
• Live theatre is an intimate and intense medium many young people know little about. To replicate that experience online, the site uses theatrical lighting and other common theatre techniques to make the web a more personal space. Minimal retouching helped keep the integrity of the theatre feel
• The immersive, first person web-cam experience put visitors up close and personal with the temperamental artist in the role of his assistant. The storyline is controlled via voice and motion detection technology. Dark colours and full screen views were used to create a claustrophobic feeling, adding to the intimate nature of the experience

Give some indication of how successful the outcome was in the market
More tickets were sold before opening night than ever before – and ticket sales goals were reached 4 days before the closing night.
• The experience was received as a refreshing innovation for the category generating all kinds of buzz including Site of the Day on the FWA, Pick of the Day on Ad Critic, and a big feature in Canada’s national newspaper, the Globe and Mail
• We noticed that people not only spent a lot of time on the site (average of 5 minutes or more per visit), but they also played the game several times over