challenge ∙ To generate city-dweller buzz with a disruptive 360 campaign for this local improv theatre on a shoestring budget.
angle ∙ Improv is all about the grit, the spontaneity and the unexpected in-your-face-ness.
solution∙ Big tritone-finished posters for the big acts. Easy-to-make 8.5x11" flyers with cellophane cut-outs for regular acts. Given out at key city areas, recipients can use the flyers as 3D goggles to see our subway and construction site posters in all their gritty, collage-y, cut-out-y glory — doubling as a clever incentive to hold onto said flyers. (Suckers!)
There is a piece of paper on his face.
The calls-to-action live directly on the flyers. Which play well with UCB's ever-shifting lineup of acts. Printed cheap'n'easy on 8.5x11's, they also bode well with UCB's budget.
The cellophane cutouts add an unexpected equity to the flyers; recipients are that less likely to chuck them. We'd hand them out at key subway stations, where the complimentary poster takeovers are ongoing.
Indispensable talent at our disposal.
UCB is a magnet for incredible comedy talent. This campaign puts them front and center—their faces in your faces—while allowing the flexibility to rotate the spotlight daily.
We put the biggest attention grabbers (read: lifers) on the more permanent subway posters, and the newcomers and their shows on the ever-changing flyers.