TBWA\ launches Shakespeare with integrated creative campaign

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AUCKLAND, Thursday: TBWA\ has launched the season of Shakespeare in the first of a series of creative campaigns for Pop-up Globe following their appointment as creative agency. 

To launch the murderous Richard III, one of the first plays in its 2018-19 season, the agency centred the drama’s creative components on the respective protagonists, encouraging spectators to spend an “intimate evening with a serial killer”. 

Paired with startling portraits shot by Sydney 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 in September before being rolled out across digital and social. 

“Attending a show at Pop-up Globe is more like a stadium concert than a typical theatre show.”

TBWA\Auckland MD Catherine Harris said: “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.”

Pop-up Globe sales & marketing head Ella Jullienne said: “Shakespeare is known and loved by many but there is still an expectation that some of his works are inaccessible and dated.

“TBWA\’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.”

4th season
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 Friday 16 November.


Client: Pop-up Globe
Head of Sales and Marketing: Ella Jullienne
CEO, Founder & Artistic Director: 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

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