The Biennial Days of the National Theatre in Iași bring together bold productions and side events across the city. The brief went further than selling tickets. The theatre wanted young people to see it as a place that belongs to them.
What we had to solve
For a lot of young people, theatre feels formal and far away. The campaign had to close that distance and make the festival feel current, creative and worth a night out.
What we noticed
Theatre can be described through things young people already know from everyday life, with one small twist. Once we said it that way, it stopped sounding like homework.
How it came to life
The campaign was written as a series of contrasts. Theatre is like a photo without a filter, or a day without scrolling. The visuals followed the same spirit, with modular pop-out shapes, loud colour, strong lines and live stage photography.
What changed
The campaign stayed visible for the whole festival, across print, digital, outdoor and press, and helped position the theatre as a living cultural space for a younger audience.
