POST OFFICE POSTER by Zulu Alpha Kilo for PLEIADES THEATRE

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POST OFFICE POSTER

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market Canada
Agency Zulu Alpha Kilo
Designer Grant Cleland
Illustrator Suzanne Duranceau
Print Production Manager Eileen Smith
Released February 2011

Credits & Description

Category: Posters
Advertiser: PLEIADES THEATRE
Product/Service: LIVE THEATRE
Agency: ZULU ALPHA KILO
Date of First Appearance: Feb 23 2011
Entrant Company: ZULU ALPHA KILO, Toronto, CANADA
Creative Directors: Zak Mroueh/Joseph Bonnici (Zulu Alpha Kilo)
Associate Creative Directors: Erick Nielsen/Mark Francolini (Zulu Alpha Kilo)
Designer: Grant Cleland (Zulu Alpha Kilo)
Studio Artist: Mo Elabi (Zulu Alpha Kilo)
Print Production Manager: Eileen Smith (Zulu Alpha Kilo)
Illustrator: Suzanne Duranceau
Account Manager: Chandler Powell (Zulu Alpha Kilo)
Media placement: Poster - Wild Postings - 3 February 2010

Describe the brief from the client
The client is a theatre production company that specialises in bringing plays from other cultures to English audiences, often for the first-time. Their upcoming production is an Indian play called “The Post Office”. It’s about an Indian boy named Amal who is sick and dying but is as full of curiosity as any 10-year-old boy. He wants nothing more than to explore the world around him but because he cannot leave the house, he spends his day at the window talking to passersby. Our job was to make people curious about this play, and get sponsors to help with funding.

Describe the challenges and key objectives
The biggest design challenge was that the title of the play does not describe what the play is about. This meant that the poster needed to tell a little about the story to get people interested in seeing and supporting the play. On top of that, it was important to use imagery and cues from Indian culture to allow people to recognize this as an Indian play.

Describe how you arrived at the final design
Letters transport our thoughts and ideas to others, allowing us to communicate across time and space. This insight made us realise that a postage stamp is the perfect canvas for promoting this new Canadian adaptation of a classic Indian play because it evokes the imagery of the play, and because the design and illustration of a stamp tells its country of origin.

Give some indication of how successful the outcome was in the market
Though the show doesn’t start until May, there has been a groundswell of support from funders and theatre audiences alike. All five of Canada’s big banks, and all three levels of government, have thrown their financial support behind the show. And for the first-time ever, the Indo-Canadian press and media have bought out entire shows to promote the play to their audiences! Thanks to all of the additional support from the campaign, “The Post Office” anticipates a packed theatre and sold-out shows.