The fly posters were designed to appeal to an audience that might otherwise dismiss the theatre as ‘not for them.’ Using text and themes from the play, we wanted to engage a younger audience, drive traffic to the Rehearsal Room online and in so doing encourage them see the relevance of the play and the relationship to their own interests and concerns.
Concept
The strong copy lines, some of which were taken directly from the text of the play, and the visual design echoed a widely recognised style of authoritative government communication about policing. These posters subverted the style while complementing the themes of the play and appealing to the anti-hero sympathies of the target audience.
Target audience
The posters were designed to appeal to an under-26 audience, and complement a pre-existing audience development strategy which offered free tickets to this age group. The posters were designed for a segment that consumes both ‘live performance’ and content online, but who might dismiss attendance at the theatre.
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